Ms. Eva Salem reports

CANADIAN TIRE GIVES ITS QUINTESSENTIALLY CANADIAN BILLS THE MODERN TREATMENT

Canadian Tire Corp. Ltd. will commemorate Canada 150 with a redesigned, limited edition 10-cent bill of its iconic Canadian Tire money. Two million bills will be minted and available in stores nationwide from June 30 to July 2 while supplies last.

Canadian Tire money is such an iconic part of Canadian culture that it is considered Canada's second currency. As the country's oldest loyalty program, over $1-billion in Canadian Tire money has been put into circulation since its debut in 1958, and the currency is so deeply rooted in Canadian heritage that Canadian Tire money is even included in the Oxford English Dictionary. While Canadian Tire money went digital in 2014, paper money is still in circulation, and this initiative is a way to celebrate the past and look to the future.

Canadian Tire money has featured the same classic design since 1992, but Canada's 150th called for a special edition of the beloved bill. Printed by the Canadian Bank Note Company, each 10-cent bill includes some of the same security features as real currency. With unique gold foil elements and a visible watermark, the bill commemorates Canada's 150th birthday in style.

"Canadian Tire money is incredibly recognizable and iconically Canadian," said Eva Salem, vice-president of marketing, Canadian Tire. "We wanted to celebrate Canada 150 in a meaningful way by creating a limited edition bill that brings a beloved Canadian classic into the modern era."

The release of the 10-cent bills is part of Canadian Tire's overarching RedAndWhite Canada 150 campaign that celebrates the country's birthday. As part of the campaign, the company has rolled out its Lights initiative, including a new ad that features a small Canadian town being lit up to the song True Colours, inviting Canadians to show their pride with red and white Noma Canada Day lights. Canadian Tire is also bringing back its Red Door, connecting Canadians from coast to coast to coast via live chat to share their favourite Canadian traditions in one unified, Canada Day celebration. On July 1, Red Doors will be located at Canada Day celebrations in Whitehorse, Yukon; St. John's, Nfld.; Toronto, Ont.; and Vancouver, B.C.