March 31, 2011: Canon’s biggest-ever retail campaign reached its happy conclusion when the 54 first prize winners set off, hosted by senior Canon marketing executives, on the ‘Jet with Canon’ four-day Aussie adventure.
Winners and their guests were flown into Sydney to board Canon’s privately chartered Boeing 737, before it set off towards iconic destinations in Queensland and the Northern Territory. Four days of Australia’s natural wonders, adrenaline-fuelled fun and gourmet dining kicked off with a special performance by country music legend Lee Kernaghan in the Cairns hinterland.
‘The Jet with Canon campaign was created to excite and engage shoppers in the Christmas shopping season, offering a large prize pool, and a unique Canon experience for the first prize,’ said Jason McLean, director, Canon Consumer Imaging. ‘It also demonstrates our approach to working with our retail partners to deliver a strong cross-category consumer promotion, which encourages spending during the crucial fourth-quarter trading period.’
‘The Jet with Canon campaign has been enormously successful. Canon’s total units sold during the key selling period of December were 8 percent higher compared with the same period in 2009. ‘Additionally, Canon market share of the total digital camera category increased by 4 percentage points in value terms during the same period,’ said Mr McLean.
‘The results highlight to us the importance of offering a brand experience, and justify Canon’s continued investment in programs that support Australian retailers and add value to the consumer experience.’
The Jet with Canon adventure includes cruising on a 30-metre luxury catamaran from Port Douglas to Low Isles over coral gardens; exploring Kata Tjuta (the Olgas) and Walpa Gorge in the Northern Territory’s Red Centre; and the chance to capture the light of an Uluru sunrise.
Activities range from luxury massages and island walks to scuba diving in the Great Barrier Reef, wakeboarding, kite surfing, billabong rafting, quad-biking and horse riding. A secluded beach party at Thala Beach Lodge near the Great Barrier Reef kicked off the evening events. A rainforest dinner set in a World Heritage listed area in Far North Queensland treated guests to an evening of fine dining and dance.
Watch the adventure unfold in pictures, video and conversation on the Jet with Canon Facebook page.
A total of 9077 people (7719 from Australia and 1358 from New Zealand) entered the competition which ran from October 15 to January 5.
To take part in the promotion, consumers were required to purchase a participating Canon product through an authorised Canon retailer. The promotion included cash prizes to the tune of $680,000. The total prize pool was up to $1.3 million in Australia and up to $710,000 in New Zealand.