Major partnership announced with Canadian Tire

An agreement several months in the making will mean great exposure for the Canadian Red Cross boating safety and proficiency program, On Board.

National retailer Canadian Tire has come "on board" with Red Cross to sell the manuals and CD ROMs that teach Canadians boating safety and prepare them to write their Pleasure Craft Operator Card (PCOC) exam. An estimated 250 independent Canadian Tire stores across the country will opt in to the program.

"This increased exposure and sale of On Board products should create more demand for On Board test sites," explains Stephen Elliott, National Water Safety Services Manager. "Our community partners - the individuals and businesses that sell the program and offer exams to the public - will be in a terrific position to reach even more boaters, beginning this spring," says Elliott.

Dual Media, an existing Red Cross partner with the On Board program, helped to broker the deal between the two Canadian institutions. Dual Media produces a popular boating television show, Boats and Places. Ted Rankine, the show's host, will be featured on new, redesigned On Board materials.

In addition to in-store promotions, Canadian Tire will place a full-page ad on the back cover of its March hunting and fishing catalogue supplement. Where location size permits, stores will also offer in-store testing for the PCOC. Early estimates show that an initial order placed by Canadian Tire will generate gross revenues of $100,000 for the upcoming boating season.

Education and safety is critical to reducing boating deaths. Of the more than 400 Canadian drownings each year, an average of 40% involve boats.

Updated January 7, 2007