Canadian Treasurer

October 10, 2014

SCENE, Sport Chek announce marketing partnership

TORONTO – SCENE, Canada's fastest growing loyalty program with six million members, has added sports and active lifestyle retailer, Sport Chek, as its first long-term strategic marketing partner. The addition of Sport Chek reflects SCENE's evolution to Canada's largest lifestyle and entertainment loyalty program. SCENE is a joint venture between Cineplex Entertainment and Scotiabank.

As part of this strategic marketing partnership, Sport Chek (a banner of FGL Sports Ltd., a wholly owned subsidiary of Canadian Tire Corporation, Limited, Scotiabank, and Cineplex Inc., will extend the benefits of SCENE, enabling members to earn and redeem points for products available at more than 180 Sport Chek locations across Canada.

"The addition of our first major, long-term retail partner is a milestone achievement for SCENE," says Shawn Bloom, general manager, SCENE LP. "Our members are social seekers -- fans of movies, entertainment and pop culture, but are also overwhelmingly active and engaged in sport. We know the addition of Sport Chek to our program will be a huge hit with members."

In addition to the program's long-standing entertainment rewards, SCENE members will have access to premier sporting events, opportunities to meet sports heroes and much more. Co-marketing efforts are expected to attract a significant number of new customers for the organizations as SCENE continues to grow.

Plans are underway for a major national launch in mid-November, using 'owned assets' as primary advertising vehicles. This includes signage at over 180 Sport Chek stores across the country, signage and promotional information at more than 1,100 Scotiabank branches, on-screen advertising on Scotiabank ABM machines, extensive pre-show advertising in more than 160 Cineplex theatre locations and targeted offers to SCENE's six million members. The partners will also use extensive digital advertising channels, including Facebook and Google, to reach their target audience of 14 to 40 year old customers and young families. 

"Canada has never seen such a rich loyalty program targeted to those who love sports and entertainment," says Duncan Fulton, chief marketing officer for Sport Chek. "We see this as a major opportunity to build a strong connection with our customers -- young, digitally savvy individuals and families -- who spend a tonne of active and entertainment time together. Our expectation is that this strategic partnership will attract new customers and help showcase the benefits of being active in sports."

"This is the most powerful example so far of the co-marketing partnership between Scotiabank, Canadian Tire Corporation and their subsidiary, Sport Chek," says John Doig, chief marketing officer for Scotiabank. "We have an incredible offering for SCENE members and Sport Chek customers – so powerful that it will inevitably attract significant new customers for everyone involved."

"We have always believed that SCENE could evolve from being an entertainment-based loyalty program to something that is more deeply rooted in a broader Canadian lifestyle," says Dan McGrath, chief operating officer of Cineplex. "Sport Chek introduces a whole new world of sport and active living experiences -- access to the top athletic brands in the world -- and our new partnership makes it really attractive for SCENE members to earn and redeem their loyalty points in more locations."




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