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Series of experiential and Web activations for the 2014 Rogers Cup Rogers throws the ball in Newad’s court to convert Montreal into a city of tennis

Montreal, June 3, 2014 – Newad has been mandated by Rogers to promote the next edition of the Rogers Cup by activating a series of experiential marketing initiatives designed to launch tennis season in Montreal. The initiatives include the creation of a giant mural as part of the MURAL Festival, the launch of, a complete guide to activities and ideas for making the most of tennis season in Montreal, and the delivery of an exclusive experience during the Rogers Cup, held August 1 through August 10, 2014, at Uniprix Stadium.

“Newad was selected after winning a call for bids based on the originality and quality of its 360-degree offer, its expertise in the field, and the precision of its deployment,” explained Kim Donachey, Newad’s Director of Experiential Marketing for Eastern Canada. “We are very pleased to be collaborating with Newad on this sponsorship, which is of great importance for Rogers in Quebec. The activation of this sponsorship will propose innovative and technological experiences that are in line with our strategic vision, enabling Montrealers to experience tennis like never before,” added Lizianne Fortier, Director, Sponsorships and Events, Rogers Communications.

Saint Laurent Boulevard: a massive mural becomes tennis-themed

Rogers will kick off the festivities at the beginning of June by sponsoring the creation of a mural covering the southern façade of the building adjacent to the parking lot across the street from the Excentris movie theatre. The smooth, windowless, immense wall, located on Saint Laurent Boulevard near Sherbrooke Street, is the landmark surface of the MURAL Festival whose success last year exceeded the expectations of its organizer, LNDMRK, and producer, the Société de développement du boulevard Saint-Laurent. Associating for the second year, Rogers and MURAL will produce a massive urban fresco executed by an artist who will be given carte blanche to interpret his or her vision of tennis. The exclusive piece will be seen by hundreds of thousands of Montrealers and tourists.

Launch of a portal dedicated to tennis in Montreal

Later in June, the portal of reference for tennis season in Montreal,, will be reactivated and managed by Newad. The Newad Publishing team will also take over the content portion of the site, offering users helpful information on how to make the most of their Rogers Cup experience, including the best spots and addresses around Uniprix Stadium and Jarry Park, fashion tips, etc. Fans of tennis and of Montreal will also have access to rich content, added regularly, such as hundreds of articles and suggestions by famous Montreal bloggers.

Panoply of platforms and contests

Newad will also activate a variety of contests with prizes ranging from free entries into Uniprix Stadium to a full VIP experience for an entire Rogers Cup weekend in Montreal or Toronto. Social media will be harnessed, as will the promotion of exclusive offers in store. During the Rogers Cup starting Friday, August 1, until Sunday, August 10, 2014, Newad will give spectators an exclusive on-site experience by activating an experiential Rogers kiosk designed for the pleasure of tennis amateurs and fans.

About Rogers

Rogers Communications is a diversified Canadian communications and media company. We are Canada's largest provider of wireless voice and data communications services and one of Canada's leading providers of cable television, high speed internet and telephony services. Through Rogers Media we are engaged in radio and television broadcasting, televised shopping, magazines and trade publications, sports entertainment, and digital media. We are publicly traded on the Toronto Stock Exchange (TSX: RCI.A and RCI.B) and on the New York Stock Exchange (NYSE: RCI). For further information about the Rogers group of companies, please visit

About Newad

Newad offers advertisers platforms reaching the Young & Affluent in Canada. The indoor advertising network counts 28,000 digital and static boards delivering 200 million impressions per month. The Experiential Marketing team activates over 300 promotional events per year. The Publishing department produces creative content and manages numerous Web properties such as NIGHTLIFE.CA,,,,,,, and The Newad OnLine network delivers each month more than 500 million page views. Newad’s 350 employees and brand ambassadors work out of their offices in Montreal, Toronto, Vancouver, Edmonton, Calgary, and Moncton.

Marie-Christine Fournier
Director, Marketing & Communications
1 866 899-6685