time to go boating.”
THE TIM HORTONS AND BAYLINER BOAT PROMOTION
They say you’ve always got time for
Tim Hortons. Now, Canada’s
largest fast food business would
like you to feel that there is always time
to go boating too. Tim Hortons is giving
away 100 Bayliner 185 bowriders with
trailers and MerCruiser 3.0 L engines
between February and April 2008.
The numbers involved here are
astonishing. The Tim Hortons organization will actually purchase 100 Bayliner
185 bowriders, on matching bunk
trailers ready to run with 130-h.p.
MerCruiser stern drive engines. In every
one of Tim Hortons 3,000 locations
across Canada, bright yellow and red
banners and hanging signs advertise
their perennially successful and famous
“Roll up the Rim to Win” contest. Many
Tim Hortons franchises even have big-screen video above the counter and the
promotion is repeated there.
It would be impossible to calculate
the exact number of advertising expo-
The best kind of promotion is
one that works from the top
down and from the bottom up.
While Bayliner arranged the
major national promotion,
some dealers worked it from
the bottom up by partnering
with local Tim Horton stores.
Dealers such as Gordon Bay
Marine in Parry Sound, ordered
in some Bayliner 185
bowriders, lettered them up
and displayed them in front of
Tim Hortons stores like this
one in Parry Sound.
sures generated in-store alone. The company’s national paid-media ad campaign
will dramatically increase that number
but consider just this one statistic alone:
the “Roll up the Rim to Win” contest
(and all prizes) is promoted on every
single one of the six million paper cups
of coffee that Tim Hortons stores sell
every day.
We contacted Bryan Down,
Regional Sales Manager in charge of
Bayliner’s sales in Canada and he told
us the real story. You might think that
the “Roll up the Rim to Win” promotion is intended to sell more coffee but
that’s not actually the case. The real
reason that Tim Hortons does this is
that it is a loyalty program.
The major prizes of 35 Toyota Matrix
cars, 100 Bayliner boats and 5,000
Garmin GPS units are there to add the
“sizzle”. The real steak in the contest is
that Tim Hortons customers will win
more than 31 million food prizes.
