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Research
October 16, 2007 issue
ParticipACTION is back
Yesterday, ParticipACTION officially launched a new public awareness campaign focused on motivating Canadians to be more physically active. After kicking off with a symbolic walk by pols on Parliament Hill, an awareness campaign hit TV, radio and the Internet for a marathon that will stretch through next March.
With creative by JWT, media buys by MindShare and PR by Hill & Knowlton (all agencies Toronto-based), the campaign consists of English and French TV spots, radio and online, including a content-rich website developed by Toronto-based Trojan One. The overall messaging is that Canadians need to move more, but a shift in the fitness program's approach and primary target is signaled by the parent-aimed tagline "Inactive kids may get old before their time."
National Post bows "Small Business Mondays"
Yesterday, the paper made good on its promise to provide better coverage of small enterprises. Read More
CTV signs on for a whole lot of Anne
CTV has acquired rights for Anne of Green Gables: A New Beginning, a prequel from Toronto-based Sullivan Entertainment, and plans to make it a three-hour movie and television event in 2008.
The prodco found its newest Anne Shirley in an open casting call on YouTube (coupled with a cross-Canada audition tour) that ended up attracting almost 1,000 hopefuls. Toronto's Hannah Endicott-Douglas (The Good Witch, Samantha: An American Girl) was chosen to star alongside Rachel Blanchard (7th Heaven, Clueless) and Academy Award nominee Barbara Hershey (The Portrait of a Lady, Hannah and Her Sisters), who plays Anne as a woman in her fifties reflecting on her past. Endicott-Douglas was introduced on eTalk last night.
The net also picked up about 128 hours of content from Sullivan, including the original three Anne of Green Gables mini-series; the Emmy Award-winning series Road to Avonlea and The Magic Flute Diaries.
Production is underway on the new Anne of Green Gables: A New Beginning. Updates will be posted at www.sullivanmovies.com.
Reebok teams with hockey star to intro high-tech uniforms
MVP Sidney Crosby is starring in yet another integrated marketing campaign. Read More
UpTrend signs with anti-aging network
Toronto-based UpTrend Media has signed a deal to represent the BeautyMatch Network, an anti-aging beauty resource destination targeting affluent men and women. The network, which launched last year, attracts about 32,500 unique visitors per month.
The BeautyMatch Network (www.mybeautymatch.com), also based in Toronto, showcases top-tier anti-aging brands, medical spa treatments, non-cosmetic rejuvenation experts and anti-aging body and mind solutions, along with interactive quizzes, polls, radio, podcasts, blogs, a TV/Video channel and contextual brand advertising.
Other sites on UpTrend Media's roster include: Miniclip.com, Mommyclub.ca, CBSSports.com, CarDomain.com, LaineyGossip.com and DailyDoseMedia's VitaminV.ca, VitaminT.ca and VitaminM.ca.
www.UpTrendmedia.com
www.MybeautyMatch.com
TSN, CBC take turns on top with NHL broadcasts
Note: This is a corrected version of the story that ran in MiC earlier today. Read More
