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Mazda Canada teams with Roots for Mazda5 Launch

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#1 ·
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Mazda Canada



Mazda Canada Partners With Roots in "Never Lose Your Cool" Campaign


Two Leading Canadian Brands Work Together to Launch Mazda's All-New
Mazda5

RICHMOND HILL, ON, July 14 /CNW/ - Mazda Canada Inc. has partnered with
Roots Canada Ltd. in a multi-tiered cross-promotion for the launch of Mazda's
all-new Mazda5.
As part of their developing relationship, Roots, a world leader in
quality leather goods and authentic athletic clothing, will be integrated into
the marketing launches of Mazda's vehicles slated to rollout in 2005 and 2006.
Mazda and Roots will debut their first cross-promotion as part of Mazda's
Mazda5 launch campaign themed "Never Lose Your Cool". The promotion will
launch in July 2005 with a limited edition custom Roots(R) duffle bag giveaway
to the first 1,250 customers who purchase the all-new Mazda5.
The Mazda5, the latest addition to Mazda's vehicle line-up, is an
unprecedented multifaceted, 3-row, 6-passenger vehicle that combines the
dimensions, ease of use and value of a compact, and the sophistication,
refinement and features of a premium import, with the ability to offer seating
for a wide variety of passenger/cargo combinations. Like Mazda's RX-8 sports
car, the Mazda5 breaks convention in seating access and interior design to
create an entirely new type of vehicle.
The campaign aims to bring added-value to Mazda customers and exemplify
the "Never Lose Your Cool" aspect of the new Mazda5.
"Mazda Canada and Roots share a lot of the same values and attributes.
Not only do our brands appeal to people who are young at heart and have a zest
for life, but both companies have a strong commitment to quality products,"
said Ted Bartlett, Director of Marketing, Mazda Canada Inc. "We will be giving
consumers top quality, innovative, cool co-branded products that exemplify the
"Never Lose Your Cool" aspect of the all-new Mazda5. The partnership with
Roots will help us bring this concept to life in exciting ways."
In the fall of 2005, Mazda and Roots will be launching a Mazda/Roots
"Ultimate lifestyle Giveaway". In addition to the giveaway of a Mazda5 loaded
with Roots merchandise, there will be Mazda5s placed in selected malls and
Roots flagship locations. As well, consumers who test drive the new Mazda5
will be given a Roots gift card.
At the end of the year, Mazda and Roots will team up with Rogers
Communications for a "Mazda5 Scratch and Win" contest. Consumers who visit a
Mazda dealership will have a chance to scratch and win Roots prizes.
"Roots is thrilled to partner with Mazda Canada. Mazda embodies the same
fun, trendy spirit as the Roots brand," said Robert Sarner, Director of
Communications and Public Affairs at Roots. "We believe there is a tremendous
opportunity to create promotions that are fun and exciting, and we're
confident that the cross-promotions will benefit and resonate with today's
consumers."

About Mazda Canada Inc.
Mazda Canada Inc., a subsidiary of Mazda Motor Corporation of Hiroshima,
Japan, is a leading automotive company and the third-largest import-brand in
Canada. Mazda Canada is responsible for the sales and marketing, customer
service and parts support of Mazda vehicles in Canada. Headquartered in
Richmond Hill, Ontario, Mazda Canada has approximately 160 dealerships
nationwide. Mazda Canada had record sales of 73,888 vehicles in 2004 - a
12.7% increase over 2003. For additional information visit Mazda Canada's
website at www.mazda.ca / www2.esolas.com/mazdapress.

About Roots Canada Ltd.
Established in Toronto in 1973 by co-founders Michael Budman and
Don Green, ROOTS is Canada's leading lifestyle brand, making a wide range of
clothing, quality leather goods and accessories for men and women of all ages.
Licensed products include shoes, hosiery, fashion accessories, eyewear,
watches, luggage, home furnishings and more. ROOTS is proudly associated with
the Olympic Games and has become renowned for outfitting the teams of Canada,
the United States, Great Britain and Barbados. The privately held company
operates nearly 200 branded stores, including more than 140 in Canada, 6 in
the United States and 16 in Asia. ROOTS products are also sold by independent
retailers and department stores around the world.




For further information: Gregory Young, Director, Corporate Public
Relations, (905) 787-7094, gyoung@mazda.ca
 
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#5 ·
Go get it, dude! First 1250, you qualify. You & me have to be no higher than 5 or 6, and not even counted on the same tally. Just bring your warranty paperwork. Just tell them you came to pick it up. If they refuse, call Roots. Get that bag. I'd be happy with a new Tilley. :)
 
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