The objective of the Holiday Harmony Project was to support equity seeking businesses in revenue growth and share in the Canadian marketplace.
Rogers wanted to help connect equity seeking businesses with public consumers so that the public had the ability to participate in conscious consumerism during the most Retail intensive and generous time of the year! Through the use of Rogers Media assets we were able to make this project happen.
The Holiday Harmony Project ran over a span of 36 days from December 1st 2020 to January 5th 2021 and included businesses in British Columbia, Alberta, Saskatchewan, Ontario and Quebec.
Leveraging our BreakfastTelevision.ca platform eight product categories, including Fashion, Jewellery, Beauty, Food & Drink, Home & Garden, Health & Wellness, Kids and Hobbies & Other, were featured in this easy to navigate resource:
To amplify awareness for the Holiday Harmony Project and the various equity seeking businesses a part of it Rogers did the following:
- Spotlighted 6 businesses a part of the Holiday Harmony Project in 2-minute segments on Breakfast Television
- Rogers Sports & Media notable talent such as Tracy Moore, Christine Simpson, Shemroy Parkinson, and Evanka Osmak along with internal employees and the businesses themselves took to social media to encourage shopping and support!
- Cityline offered a final push to consumers by spotlighting various businesses with a local gift guide of their own.
- On the Cityline website, 5 companies, each representing a different shopping category, were highlighted with a direct click thru link to the business’ e-commerce site. The gift guide was promoted across Cityline’s Instagram, Twitter ad Facebook platforms as well
“The Holiday Harmony Project was promoted as an initiative that really bolstered Rogers I&D strategy. Through a collaborative team effort, we’ve been able to leverage the assets of Rogers Sports and Media to support a community of well-deserved diverse businesses. This project will most certainly serve as the template going forward to support Rogers message that we believe in an inclusive and diverse community.” – Rob Brown, Manager – Supplier Management & Diversity