Climbing out of the bargain basement: BiWay attempts to shed its dingy bargain store image

Coalition [ko-u-li'-shun]: n. union, fusion; a strong, politically charged word seldom used in the predominantly price-and-item camp of retail advertising. Until now. BiWay is attempting to shed its 35-year-old legacy as Canada's dingy bargain-retail chain. It is undergoing an image transf...

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Bibliographic Details
Published inMarketing magazine (Toronto) Vol. 102; no. 33; p. 4
Main Author McNab, Leslie
Format Journal Article
LanguageEnglish
Published Toronto 08.09.1997
Subjects
Advertising campaigns
Discount stores
Market shares
Marketing
Sales
Shopping
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Summary:Coalition [ko-u-li'-shun]: n. union, fusion; a strong, politically charged word seldom used in the predominantly price-and-item camp of retail advertising. Until now. BiWay is attempting to shed its 35-year-old legacy as Canada's dingy bargain-retail chain. It is undergoing an image transformation that includes an ad campaign featuring the "Coalition of BiWay Shoppers." The campaign was developed by the Toronto office of Taxi Advertising & Design, which won the account last April.
ISSN:1196-4650