Alliance Atlantis' BBC Canada tucked an insert in with 250,000 copies of today's Toronto Star, that pushes its fall slate of lifestyle programming in the form a British-style tabloid.

The 16-page BBC Telly, with Canadian gossip king Shinan Govani as guest editor, aims to highlight frank, honest and even shocking views of Canadian women along with the fall shows. Tabloid-like candid comments and photos taken on the streets of Toronto will also be part of the package, along with results from a national survey that purportedly reveals what Canadian women aren't saying but want to. The mag is also be available at BBCCanada.com.

BBC Canada marketing associate James Johnston says the tactic highlights the net's focus on the "best and boldest" of Brit lifestyle shows. "The tabloid reaches out to 'women in the know' when it comes to style, relationships, décor and lifestyle issues in general," he says.

Toronto-based Pilot PMR developed the campaign creative.

Throughout this month and next, Toronto-HQ'd Lavalife is getting its brand message out to singles in Vancouver and Toronto on 120,000 branded pizza boxes. The eye-catching containers feature glossy visuals and include phone numbers to access the personal profiles of - and even IM with - hundreds of local Lavalife members.

The strategy pioneered by Toronto's Fresh Tracks Media - which is plying its trade in Vancouver for the first time in this initiative - was a no-brainer for soliciting new clients, says Lavalife CEO Marina Glogovac. "We understand the busy lifestyles of singles today, and we want to communicate with them in places where they already live, work and play." Pizzavertising, she adds, "is a creative and impactful means of reaching new members and offering singles in these markets the chance to meet new people."

www.lavalife.com
www.freshtracksmedia.com

St. John's-HQ'd Dory Advertising opened its second branch this week, and the new Halifax operation has been dubbed Dory West.

The full-service agency, which handles media strategy as well as creative, and has its own in-house radio production studio, is celebrating its third anniversary this month. Creative Director Donna McCarthy tells MiC that "having a presence in Halifax will further strengthen the client-agency relationship with our largest client." That would be the Stellarton, NS-HQ'd Sobey's food chain - whose national account Dory won in May. Managing Director Laurelyn Priestley will oversee media operations out of the St. John's office.

www.doryads.ca