Kal Tire’s spring campaign needed to do some heavy lifting. The campaign was created to communicate a series of spring tire rebates and create awareness of Kal’s Tire Lodge, a new tire storage service, while directing consumers to their local Kal Tire store. Multiple versions of direct mail were developed with localized maps and information so customers could easily find their nearest location.
Kal Tire turned to Wayside to manage this large, complex project, which required extensive experience and planning. Wayside printed 1.5 million pieces with 16 versions, and managed distribution logistics with Canada Post to ensure the right version went to each market. Wayside’s direct mail expertise was key in contributing to the campaign’s success and helping Kal Tire meet its sales goals.