The destination marketer capitalized on the fuzzy little phenomenon with a very social media campaign, and attributes $3 million worth of media attention to hooking up with the welcome "crasher".

RBC digs into the vault to award a $15,000 prize for new filmmakers at TIFF. 

Quebec's number one network changes strategy with roll-out of five new dramas, facing re-energized and news-light competition.

There's a number of ways to promote a TV show, but leave it to Weeds to create real buzz. Showcase's latest marketing stunt promoting the show's season five premiere, airing this Sunday, is giving Toronto commuters a little more than a coffee rush on their way into work today.

Stationed hither and yon across the Yonge and Bloor area this morning amid rushing commuters are large planters containing what very much resembles cannabis; next to them, large signs that aptly read "Please don't smoke the grass."

"We set out to execute a stunt that complements the quirky, unconventional and bold nature of the series," says Muriel Solomon, VP, marketing strategy, specialty channels, Canwest Broadcasting, in a release. Developed and executed in-house by Canwest's creative agency and marketing strategy team, the stunt, which targets the 25-to-54 demo, also includes over a hundred of the "Please don't smoke the grass" signs in multiple high-traffic areas around Toronto, including Metro Hall, Ryerson University, the edge of Queen's Park and Commerce Court.

www.canwest.com

A syndicated study, Women & Digital Life, released this morning by Toronto-based Solutions Research Group, reveals that while Canadian women watch less TV than their American neighbours, they are more engaged watching their favourite TV shows and less likely to be multi-tasking.

Vancouver-based Wasserman and Partners Advertising has hired a new online specialist, Chris Phillips.

Phillips joins the full-service agency in its Connection Planning Department after a six-year stint in the e-commerce industry, specializing in marketing management. In that role, he oversaw brand direction and strategic planning initiatives and marketed websites such as CanadaPharmacy.com and Makeup.com. Phillips will work within the media team "to further escalate the agency's online media expertise," a release announcing the hire states.

www.wasserman-partners.com