Brand terms & formatting
Promo & Save Stories
The preferred format when it comes to save messages should lead with “Save up to.” In general, use present tense in promotional copy for impact.
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Call To Action (CTA)
A call-to-action, or CTA, will often come in the form of a button. The most common is “Shop Now” which directs to a product or category for purchase. “Learn More” directs to something informational.
Modified versions of CTA’s may be required for certain project needs, testing purposes or to meet trending best practices. These may be submitted upon request.
Our current list of approved options include:
Canadian Tire Money
When referring to Canadian Tire Money use the abbreviated term CT Money. When writing out bonus offers CT Money® must not be separated with other words.
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Bonus Points
Use a lowercased “x” when referring to bonus rewards after a number.
Trademark & Registered Symbols
CT Money® and Triangle Rewards® have registered trademarks and the mark is mandatory. According to legal, these symbols only need to appear on the first instance on the page. Not every mention would need one. Periods come after the symbol when these appear at the end of a sentence.
Legal symbols & Footnotes
Legal symbols signal that additional information is in the footer. They should be superscript. Symbols don’t have to be attached to a specific word. They are also placed outside of the period if using at the end of a sentence.
Multiple Symbols
Are often used when content must legally refer to various parts in a listed legal paragraph. These can be numbers or other symbols that need to be attached to specific words or terms.
Product & Availability
Do not use “exclusive” when describing owned brands or special collections. Use “only at.” It’s a more inclusive tone and a relatable way to speak to customers.
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Availability
Product & Brand Names
For product names, use title case for the brand name or official name of a product. Titles that include more info, including features and benefits, should remain sentence case.
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Website Names
Websites should be written as they appear in URLs—all lowercase. No “www” required.
Seasons
Seasonal promotions are important events we cover throughout the year. Unless it’s at the beginning of a sentence, seasons are lowercased.
Mother’s/Father’s Day
When you're referring to a specific person, Mom and Dad is capitalized. One easy way to tell if mom and dad should be lowercased, is to substitute the word for a person's name. If it doesn’t make sense as a name, it should be lowercased.
Capitalize
Do not capitalize when used as a noun
Like vs. Including
Try to avoid using the word “like,” use “including” when referring to items and collections we have in our assortment. Like indicates a “likeness” or “comparison,” while including communicates that we have specific products or brands.
Use like when referring to general things
And, & or +
While the ampersand is considered informal, it’s acceptable to use in headings for space issues and impact. Use ”and” in all body copy. The plus sign should only be used for deals and promotions.
Use for categories and titles
Use plus symbols for deals and promos
Canadian Provinces & Territories
- British Columbia or B.C.
- Alberta or Alta.
- Saskatchewan or Sask.
- Manitoba or Man.
- Ontario or Ont.
- Quebec or Que.
- New Brunswick or N.B.
- Nova Scotia or N.S.
- Prince Edward Island or P.E.I.
- Newfoundland or Nfld.
- Northwest Territories or N.W.T.
Write out:
- Yukon and Nunavut