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Lise Watier signs on as first major sponsor for Rumours
Product placement opportunities – including an entire scene in which the lead characters discuss its products – was one of the elements that attracted Lise Watier to become the first major marketer to sign on as a sponsor of Rumours. The Montreal-HQ’d cosmetics company’s relationship with the new series also includes advertising exposure for its extensive line of makeup, fragrances, skin care and spa items.
Premiering on CBC on October 2 at 9 p.m., the half-hour comedy is set in the high-drama world of a Toronto women’s magazine and is based on the French series Rumeurs, which has been a hit in Quebec since 2002. Former Citytv guru Moses Znaimer is the executive producer and the series is an MZTV/Sphere Media production in association with CBC Television. With story lines built around love, friendship, family, business and, of course, sex – plus an attractive albeit mostly unknown young cast – this environment could be profitable for a wide array of advertisers.
MTV and partners show how to excite fan bases
Thanks to MTV’s new MySpace Tool Kit, fans of Laguna Beach can now decorate their myspace pages by downloading graphics from the series and e-vites to get their friends together to watch the show. Also, MTV Overdrive, Myspace, MSN, CTV and TSN partnered in a fun, non-traditional media effort that saw viewers across Canada being ‘telemarketed’ to alert them to the downloadable goodies and suggest that they tune in to the series.
MTV is also partnering with Student Price Cards (provider of discount cards for students to give them a break at such retailers as Aldo, Foot Locker, Roots and Sport Chek) to offer prize packs including DVDs of Laguna Beach‘s first season signed by heartthrob Stephen Coletti.
OMDC names Shea chair
The Ontario Media Development Corporation has appointed media vet Kevin Shea as its new chair. Formerly the president/CEO of Sirius Satellite Radio and YTV Canada, Shea is owner and president of SheaChez Inc., a consulting firm whose clients include the CBC, Telus Communications and Standard Broadcasting. He also served as president and COO of the Global Television Network, and EVP at Bell Globemedia.
CanWest MediaWorks appoints Leuschner president, Community Publishing Group
Rob Leuschner has been appointed to the newly-created position of president, Community Publishing Group for CanWest MediaWorks Publications. His responsibilities will include leadership of all existing CanWest community newspaper assets, with renewed focus on expanding the portfolio through start-ups and acquisitions. Although based in Vancouver, Leuschner will also have responsibility for all CanWest community newspaper publishing initiatives across Canada.
Leuschner’s most recent position was VP advertising for the Hamilton Spectator and Hamilton Community News. Previously, he was publisher for City Media Group’s Community newspaper division. He began his news career with The Mississauga News, where he held various positions, from district manager of circulation to director of advertising.
DY Mobile launches Dialed In – Canada’s first literally interactive youth magazine
‘Everybody talks about traditional media versus new media, and everybody wonders how we can get young people to go back to traditional media. Well, we think our magazine may be the beginning of answering those questions,’ says Dan Reitzik, president of Vancouver’s DY Mobile Inc., a division of Digital Youth Network.
Next Monday, 250,000 copies of Dialed In magazine, which he describes as ‘Canada’s first entirely interactive print magazine’ – and says is meant to be read with cellphone in hand – will hit 1,600 high schools nationwide. Because literally every article and every ad in the edgy and colourful publication contains a URL link for entering contests and downloading images, ringtones and other youth-oriented items, Reitzik contends that ‘this is the first magazine in history where every single page generates revenue. An article about the Black Eyed Peas, for example, would enable readers to easily acquire images of the band members’ or other fan-favourite features.
A rave from Hugh: Star‘s new downloadable edition is a potential winner for marketers
M2 Universal president Hugh Dow is definitely optimistic about the viability of the Toronto Star‘s new downloadable afternoon edition as a profitable venue for marketers. He’s already signed on one of his major clients – General Motors of Canada – to appear during this week’s debut of the initiative, which is being touted as the first of its kind by a major North American newspaper.
Dow’s reasoning? ‘First, they’re providing exclusivity in each of the specific categories they’ve identified. And second, this is something that’s instantly measurable in that we can track how many downloads there are on a daily basis instead of waiting for weeks or months or even years to get a fix on (the ROI).’ He adds that he thinks ‘this is a very interesting venture by the Star into unexplored territory where I believe there’s considerable opportunity. The commuter market is obviously very well served in the morning, but the return commute has been somewhat devoid.’
Coke rolls out global launch of coffee beverages in Toronto
The Coca-Cola Company is getting into the coffee business and it’s testing the waters in Canada’s lucrative $5.2 billion java market (including café and grocery store sales) with the September 22 launch of its new Far Coast and Chaqwa brands. The aim is to help Coke customers such as QSRs, gas stations and restaurants serve café-quality coffee, including espresso and cappuccinos, without the fancy equipment and specially trained baristas.
The Far Coast line targets more upscale clients like Windsor Arms and Yorkville’s trendy restaurant Flow, while Chaqwa is going after gas stations and movie theatres. The latter is already available at Silver City Richmond Hill and the Village Market in Port Credit.
The launch includes a Far Coast concept store in Toronto’s trendy Yorkville area that Coke honchos see as a valuable tool for gauging consumer feedback. ‘The concept store is really a marketing tool … it’s part of our full-learning plan,’ explains Silvio Annosantini, premium brewed beverages business development director, Coca-Cola Canada. While the café isn’t set to open until September 22, Rogers and Bravo will be broadcasting updates from the shop during the Toronto International Film Festival.
Eloda inks deal with Power Medias
Quebec digital indoor advertising network Power Medias has begun relying on the unique ad measurement technology pioneered by Montreal-HQ’d Eloda Inc. A wholly owned subsidiary of Vanguard Technologies since July, Eloda is the first company to offer 100% capture and identification, 24/7, of all TV advertising occurrences of all advertisers in markets covered without pre-encoding. Eloda’s technology facilitates precise reporting on media plans and therefore accountability by advertising providers.
Power Medias is one of the first new media advertising companies to hire a third party to validate ad occurrences on its network of digital screens installed throughout Quebec in the restrooms of bars, restaurants, movie theatres, office buildings, shopping malls and fitness centres. The company plans to expand to Ontario by year’s end.
Beyoncé & Mayer concerts + kiddy treats = beaucoup free media for Best Buy store opening
Best Buy has pulled out all the stops for the September 15th opening of its downtown Toronto flagship store. We’re talking a weekend of free musical performances in Dundas Square by Grammy winners Beyoncé and John Mayer, plus autograph sessions and chances to win VIP passes to the mini-concerts.
Then there’s a ‘Family Fun Day’ offering kids an all-day shot at meeting their favourite themed-characters from The Simpsons, Sid the Sloth, Batman, Bugs Bunny, Taz, Curious George, Dora the Explorer and Spongebob Squarepants. South Park fans will get to have their faces superimposed onto a scene from the show and take away the results in photo form.
Groupie-like sponsors rush to Virgin Festival
As no fewer than 35 hot bands head to Toronto Island Park this weekend for the two-day Virgin Festival extravaganza, more than a dozen marketers are in hot pursuit. First in line are chief sponsors Virgin Mobile Canada and MuchMusic, followed by Future Shop, Royal Bank of Canada, Nokia, Labatt, Bacardi, Levi’s, Adidas, Axe, Xbox, Energizer and General Motors of Canada.
MuchMusic.com will webcast the performances live while fans who don’t hop the ferry can catch artist interviews by logging onto MuchAXS, MuchMusic’s viewer-controlled broadband video community. Fans on site at the fest who have photo- and video-capable wireless handsets can share their concert experience by beaming stills and video direct to MuchMusic.com. The best will be posted in real time to create a fan-generated gallery (delivered with content partner Filemobile). As well, MuchLOUD will air The Wedge @ Virgin Festival, a 30-minute documentary on the event, on September 15 at 11:30 p.m. ET.
BBM Media Snapshot: Canadians who enjoy fishing and hunting
* 2.2 million Canadians (8%) regularly go fishing or hunting in season.
* 28% of regular fishers/hunters are 55 years of age or older.
* The Atlantic region has the highest incidence of regular fishers/hunters.
* Only 27% of regular fishers/hunters are females.
* The average personal yearly income of regular fishing/hunting Canadians is $43,400, which is slightly higher than the national average of $38,500.
* Regular fishing/hunters are three times more likely to drive a pickup truck.
* 25% are likely to buy or lease a vehicle in the next 12 months. Of those, 21% are more likely to buy or lease a sport utility vehicle.
* In terms of yesterday’s exposure, the top four media for regular fishers/hunters are: TV (91%), radio (87%), daily papers (54%) and Internet (53%).
Source: BBM RTS Canada Spring ’06, individuals 12+
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 60,000 Canadians, conducted twice a year by BBM Analytics. For more information, contact Craig Dorning of BBM Analytics: cdorning@bbmanalytics.ca.
Several players reappear – ELODA ad analysis for August 25-31, 2006
While P&G stayed camped out in top spot, Source for Sports and Walt Disney Pictures broke into the top 15 after long absences. Other companies – including General Mills, Daimler Chrysler and Subway – also showed up for the first time in awhile. This info was gathered through Montreal-based ELODA’s online TV ad tracking, auditing and viewing services. All data supplied is based on the ELODA recording grid.
Premiere dates confirmed for CTV’s primetime series
CTV has confirmed the following premiere and season premiere dates plus time slots for its new and returning fall series (all ET):
* Dancing with the Stars‘ third season: Tues, Sept. 12, 8 p.m.
* The Amazing Race‘s tenth season: Sun., Sept. 17, 8:30
* Highly anticipated comedic drama Studio 60 on the Sunset Strip: Sun., Sept. 17, 10 p.m.
* 20-somethings from grade three are reunited in the new comedy The Class: Mon., Sept. 18, 8 p.m.
* Season premiere of Corner Gas: Mon., Sept. 18, 8:30 p.m.
* Ray Liotta stars as a criminal mastermind in the new drama Smith: Mon, Sept. 18, 9 p.m.
* CSI: Miami‘s fifth season premiere: Mon., Sept. 18, 10 p.m.
* Law and Order: Special Victim’s Unit‘s eighth season: Tues, Sept. 19, 10 p.m.
* Third season premiere of CSI: New York: Wed., Sept. 20, 10 p.m.
* Grey’s Anatomy‘s third season in its new timeslot: Thurs., Sept. 21, 8 p.m.
* Seventh season premiere of CSI: Thurs., Sept. 21, 9 p.m.
* ER‘s 13th season: Thurs., Sept. 21, 10 p.m.
* Second season of Ghost Whisperer: Fri., Sept. 22, 8 p.m.
* Close to Home‘s second season: Fri., Sept. 22, 9 p.m.
* Law and Order‘s 17th season: Fri., Sept. 22, 10 p.m.
* Fourth season of Cold Case: Sun., Sept. 24, 7 p.m.
* Desperate Housewives‘ third season: Sun., Sept. 24, 9 p.m.
Lunar Jim blasts off for cross-country mall blitz
From September 9 to October 14, Canadian tots will get to interact with their favourite space character from the CBC/SRC series Lunar Jim at retail malls across the country – and then coax their parents into buying the eponymous, just-launched Fisher-Price toy line.
Meanwhile, as co-producers Alliance Atlantis and the Halifax Film Company amp up the leveraging of their lucrative property, Adorable Kids Inc. is developing Lunar Jim sleepwear and underwear, and Calego International is developing a line of bags, backpacks and other accessories. As well, 240 Zellers restaurants are serving up the ‘Lunar Jim Moon Meal,’ complete with collectible Jim mini-viewfinders, during a two-month promotion ending in mid-October.
