The CPA sponsored the marathon through 10 closed caption billboards (e.g., This program is brought to you by the Canadian Propane Association). The billboard played four times per two-hour marathon, for four Saturdays in August. In addition to the sponsorship, Randy developed three social media posts about propane on his Facebook account. HGTV Canada also boosted these posts (paid advertising), creating an estimated 375,000 views per post.

The CPA billboard ads and Randy’s posts drew consumers to the CPA website so they could learn more about propane. To make it easier for consumers to find information, the association’s website was updated with a new “For Consumers” page that focuses on propane applications in the home, at the cottage, on the road, in agriculture, etc. A Where to Buy button that would allow consumers to easily find CPA retail members and their locations to purchase propane equipment and appliances, had been developed, but it requires a few more tweaks. Planned republishing is targeted in the next month.