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The Montreal Canadiens Children's Foundation launches its “Get Tied to the Cause” campaign

by Staff Writer / Montréal Canadiens


MONTREAL – The Montreal Canadiens Children's Foundation is proud to present its first attachment campaign to the cause of the thousands of children it helps throughout the province. As of February 9, the public is invited to get tied to the cause of the Montreal Canadiens Children's Foundation by purchasing Tricolores laces at any participating Couche-Tard and Jean Coutu throughout Quebec. Tricolores laces are also available at the Bell Centre Tricolore Sports and online at Offered at a cost of $10 plus taxes, the laces will help raise funds for the BLEU BLANC BOUGE rink program.

The 96-inch long laces are sold in pairs and represent the common values shared by the Foundation and five players of the Montreal Canadiens: Brendan Gallagher – TEAMWORK, David Desharnais – PERSEVERANCE, PK Subban – PASSION, Alex Galchenyuk – CONFIDENCE, Carey Price – RESPECT. On the same principle as hockey card packs, those who purchase the laces will be surprised to discover two laces of different players in each package. The laces can be worn in a variety of ways: on skates, sneakers, around the wrist, and of course people are invited to share on social networks (Twitter, Facebook, Instagram) a picture of them proudly wearing their Tricolores laces, with the #Tiedtothecause.

This attachment campaign is the result of collaboration with Cossette. "The Montreal Canadiens Children’s Foundation is particularly dear to us because it supports the adults of tomorrow. Our creative team has invested efforts and energy to develop a campaign that will raise awareness and bring notoriety to the cause", said Melanie Dunn, president of Cossette Quebec.

In addition to having designed the laces and packaging, Cossette has created a campaign which includes radio and television commercials featuring Montreal Canadiens’ players, local kids and the voices of Louis Morissette and Sugar Sammy that will air starting February 9. Outdoor advertising, kiosk and in-game animation at the Bell Centre, store displays, print ads and web banners complement the campaign. Bell Media has generously offered traditional and out-of-home advertising as well as television and radio commercials airtime. Activis has developed the campaign’s web microsite – – in which players videos produced by the production company L’Hibou are presented.

About the Montreal Canadiens Children’s Foundation

The Montreal Canadiens Children's Foundation provides help and support to children in need. Since its inception in August 2000, the Foundation has donated upwards of $17 million to 560 charitable endeavors from across the province of Quebec who work for the well-being of underprivileged children. The Foundation fulfills its mandate through a unique flagship project – the BLEU BLANC BOUGE program - which consists of building community refrigerated and multisport rinks, and by providing financial support to organizations whose projects and programs allow children to adopt healthy lifestyles by being more active and eating better.

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