2. Our Commitment Our corporate strategy is divided into three main themes: 1. Responsible Retailing 2. Focus on Youth 3. Plan Ahead Campaigns

3. Primary Objectives Raise awareness of the importance of intelligent consumption of beverage alcohol Educate the public Educate our employees Address specific serious issues using an implicit and at times creative approach Deliver on our obligation to the people of Nova Scotia as a responsible corporate citizen.

4. Holiday Campaign Elements Colourful Messages Operation Red Nose Operation Christmas Lots of Ways

5. Operation Red Nose

6. card front card back Operation Christmas

7. Plan Ahead Multi-channel campaign highlighted by partnerships Leverage resources to increase awareness –Three liquor Boards in Atlantic Canada are going to use our creative to increase power of our media buys

8. Theme Lots of ways to get home safely All you need is one Small businesses that help you get home It could be real, couldn’t it? Target Audience: males 19-29

9. Campaign Components Television Interactive website T-shirt giveaways In-stall advertisements Print ads (Occasions & The Coast) Billboards Busbacks In-store (signs & wobbler) Partnership with the Restaurant Association of Nova Scotia (business cards) Partnership with PEI, NB, & Newfoundland

10. Campaign Elements In addition to television this campaign will include: –In-store execution –Guerilla/pr tactics –Micro-site –Launch event –Media possibilities

11. www.lotsofways.com Please visit the website to view all media.

12. Wheelbarrow Willie

13. Donnie’s Donkey’s

14. Burly Joe

15. Partnerships RCMP Municipal Police Agencies Department of Education, Transportation and Justice MADD Canada Labatt Restaurant Association of Nova Scotia Atlantic Canadian Liquor Jurisdictions

16. Thank you. Question/Comments?