SAIL chooses Top Drawer for “get out and play” ethic

April 26, 2012 by  Top Drawer Creative

SAIL, the Quebec-based retail leader in outdoor equipment and fashion has selected Top Drawer Creative to provide strategies to engage the English Canadian consumer.

The retailer recently made its entrance into the Greater Toronto market with two new branches in Oshawa and Vaughn—and two additional stores planned near the Greater Toronto Area in 2012.

“We choose our store employees based on their passion for the outdoors, so it makes perfect sense that we would work with an agency like Top Drawer,” says SAIL President Tony Mignacca. “It’s important that we work with an agency like Top Drawer that has a culture of getting outside to play. Top Drawer’s niche client base has given them clear industry leadership in the Ontario outdoor lifestyle space.”

Top Drawer will be responsible for developing creative that is unique to the GTA market in media channels that include TV, radio, print and interactive. Top Drawer has a practice of living the client experience, and will be spending considerable time in the stores talking to stakeholders before building the first campaign.

“We’re excited to raise the profile of SAIL in the Greater Toronto market,” says Howard Chang, Top Drawer Creative President & CEO. “SAIL is truly the only outdoor superstore on the Canadian scene catering to the classic Canadian outdoor experience. We have identified a huge opportunity for SAIL to expand their reach and grow their share considerably in the GTA.”




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