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April 18, 2007 issue
Parenting mag debuts in Quebec
Quebecor Media-owned Publications TVA is going after parents, grandparents and anyone else who works or lives with the zero to sweet sixteen age group. Read More
Hockey Moms to score, thanks to MasterCard
Referencing the "priceless" factor that's been a component of MasterCard's branding for several years, the Toronto-based credit card company has launched a contest to recognize the pricelessness of a hockey mom's dedication. Moms, dads, coaches, teachers and children across Canada are being invited to submit nominations, between Apr. 9-30, for a mother worthy of the title Hockey Mom of the Year.
MasterCard is getting the word out about the contest by leveraging PR opps, online banners and communicating through CHL and other hockey properties. Hockey great Bobby Orr will be promoting the contest during a media tour and presenting the Hockey Mom prize at the 2007 MasterCard Memorial Cup final game in Vancouver.
"It's one of those things where word of mouth is obviously going to be an important factor," Tammy Scott, MasterCard Canada's VP, brand marketing, tells MiC: "Knowing there are so many people involved with hockey, and that people are getting together in arenas across Canada to watch hockey games, we know that's a great opportunity for us."
Night projections gettin' busy
The biz of spotlighting images onto building facades is heating up with more movable and market-targeted opps. Read More
Initiative wins Maple Pictures media account
Toronto-based Initiative is the new media AOR for Maple Pictures, one of Canada's largest indie distributors of films and other entertainment products for independent, Canadian-based studios including Lionsgate, whose annual ad spend is estimated at $1 to $5 million, acording to the National List of Advertisers. Maple's recent theatrical releases include Saw III, Crank and Employee of the Month. Its former media agency is Toronto's Media Express.
Initiative general manager Sarah Ivey tells MiC her company is already at work for Maple promoting The Condemned, which premieres later this month.
Ad mascot mingles with Mickey
Travelocity's bearded ambassador is enjoying yet another adventure, but this time it's at the behest of a major marketer. In a first-of-its-kind partnership for the online travelco, the ever-lovin' Roaming Gnome accepted an invitation from Walt Disney World to be mascot in residence at its 14th annual Epcot International Flower & Garden Festival in Orlando, Florida (continuing until June 3). The deal, says a Travelocity rep, "illustrates (our) desire to work with partners on a more intimate level and deepen our relationships by leveraging our brand affinity."
Proving yet again how adept R.G. is with social media, the little guy is producing an online diary about his stint among the posies. It's available not only on a Travelocity microsite, but as an HD podcast for iTunes subscribers. Photos of Himself festoon the site, along with raves about such activities as crooning with a (Dawn-less) Tony Orlando and sporting a black eye patch in front of a Pirates of the Caribbean topiary.
Trio of brands make spot buy comeback: Eloda's Top TV ad rank April 6-12, 2007
Pfizer, Bell and CHUM crank up the volume. Read More
