Shaw Communications Inc.’s decision to partner with Vancouver’s Mobi by Shaw Go bike-share program for at least five years is a win-win deal, according to marketing professors.
Although the Calgary-based telecommunications giant is not revealing how much it is spending to wrap Mobi’s nearly 1,500 bikes with Shaw branding and provide the system’s 94 current stations with Wi-Fi, observers say the move is strategically smart.
Not only does Shaw get to associate its brand with an initiative that many view in a positive light, it also gets to put its brand on a swarm of moving billboards and connects the brand with a demographic that is likely to buy Shaw products such as mobile phone plans and Wi-Fi.
“They’re really painting themselves the right colour here and showing that they care about social equity,” said Simon Fraser University Beedie School of Business marketing professor Lindsay Meredith.
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