mobi shaw.png  0x500 q95 autocrop crop smart subsampling 2 upscale 300x192 - Shaw's partnership with Mobi bike-share is a win-win deal

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.

Read full article on BIV.com.

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