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CFL checks in to Holiday Inn for 2005 season
The Canadian Football League (CFL) and Holiday Inn hotels have partnered for the 2005 season. The hotel chain is using the first time brand hook-up as a way to intro its new campaign around the availability of high speed Internet in hotel rooms. The campaign elements, which use the message ‘Stay Connected with Free High Speed Internet,’ include national TV and print ads and third quarter sponsorship in all TSN and RDS broadcasts from September to November. Other elements include ads on www.cfl.ca; a 4′ x 64′ end-zone sign and in-game promos during the playoffs and the 93rd Grey Cup. Holiday Inn is the first hotel partner in the league’s history. Creative was handled by Toronto-based agency John St. (a first for the CFL), with media executions managed by The Media Experts.
BBM Commercial Tracking
Please open the attached link to view BBM’s Commercial Television Tracking Service GRPS by week and month for Montreal Franco covering the broadcast months of October 2004 to September 2005 inclusive and for both Toronto & Vancouver covering September 2004 to September 2005 inclusive. GRPS are based on commercial minute ratings for Adults 25-54.
BBC preems Afterlife
Just in time for Halloween, BBC Canada is airing Afterlife, a six-part hour-long dramatic series that looks at the relationship between the living and the dead. The series begins its North American premiere run on Friday, Oct. 21 at 10 p.m.
Treehouse TV adds three
The Sesame Street brand is branching out. Beginning Monday, Nov. 7, Treehouse TV will be airing three new-to-Canada series featuring Sesame Street characters. Play with Me Sesame is a half-hour series that gets pre-schoolers to get up and get active using games and activities. It airs Mondays, Wednesdays and Fridays at 7:30 a.m. and 4 p.m. Elmo’s World is another half-hour series promoting imagination. The series airs on Tuesday and Thursdays at 7:30 a.m. and 4 p.m. Finally, Global Grover, a five-minute live-action series celebrating global diversity, airs Monday to Friday at 7:25 a.m. and 4:25 p.m.
Event
Oct. 26
CARF Breakfast Series: Product Placement – Is it worth all the hype?
Four Seasons Hotel, Toronto
http://www.carf.ca or mrodway@tvb.ca
The Canadian Advertising Research Foundation (CARF) presents a panel of five Canadian and U.S. experts to explore research measurement of performance, effectiveness, and the value of product placement and integration as a form of advertising communications. Breakfast and networking begins at 8:30 a.m.
CHUM and Global add interactive gaming sponsor opps to shows
First there were game shows. Now there are shows with games built in, and unique marketing opportunities are part of the plot. New interactive CHUM and Global audience engagement initiatives mean new ad opps are coming soon to TV-related property near you.
CHUM has added live, SMS text-to-screen gaming to select programs airing on youth-channel Razer. RazerTXT allows viewers to watch shows while playing games, which appear as graphic overlays onscreen. Titles such as a love advice game called ‘Perfect Match,’ ‘RazerChat’ which features real-time, onscreen text dialogues and ‘Splitzville,’ a type of on-screen Eight Ball that predicts the death of a relationship, were created specifically for the Razer audience. Plans are in place to add games entitled ‘CruiseControl’ (on celeb auto trivia) and ‘Fabloid’ (tabloid-style headlines created by fans) beginning November 1.
Canada leads U.S in broadband pickup
Canada is well ahead of the U.S. in adoption of high-speed broadband Internet connection according to Toronto-based Solutions Research Group (SRG). The company’s latest study found that while Canada lags slightly behind the U.S. in pickup of wireless and HDTV technologies, this country is two years ahead of the curve when it comes to broadband.
Kaan Yigit, SRGstudy director, explains this could be attributed to geographic and socio-economic factors as well as the heritage and priority differences of cable and telephone companies in Canada compared to the U.S.
Kaboose and Heinz to partner for Silly Squirts
Toronto-based kids and families’ online media spot Kaboose.com has partnered with food giant H.J. Heinz to launch the latter’s U.S. only Silly Squirts product. The partnership marks the largest offline exposure for Kaboose with Heinz providing the company with label real estate on many of its brands, including the Silly Squirts bottles. As part of the deal, Kaboose has developed target demo-appropriate and interactive Heinz microsites within Kaboose.com. The microsites will feature family activities and content including recipes, crafts for kids and a Mom’s Forum, all while driving traffic to the official Silly Squirts website. The deal was brokered by interactive media agency Starcom IP. According to a spokesperson, this is the first time that Heinz has used an online vehicle for a product launch. The U.S.-only promo targets moms.
PokerRoom hits the ice with Maple Leaf Sports
Swedish company PokerRoom.tv, a free, online poker site, has announced a sponsorship of Maple Leaf Sports & Entertainment (MLSE) – its first Canadian partner. In-arena promos, such as Leafs Texas Hold ‘Em, are in the works. The PokerRoom.tv brand will be shown on rinkboards and courtside signage at the Air Canada Centre. The deal was done direct.
Law firm partners with Ottawa Senators and Corel Centre
Law firm Ogilvy Renault LLP has announced a three-year corporate sponsorship with Capital Sports and Entertainment, owner of the Ottawa Senators and the Corel Centre in Ottawa. The sponsorship entails the legal firm’s brand presence on rink boards, concourse signage and power ring display. This is the first time Ogilvy Renault has sponsored the Corel Centre. The law firm isn’t new to hockey sponsorship, however. This is the third year its name has been tied to Maple Leaf Sports and Entertainment, owner of the Toronto Maple Leafs and the Toronto Raptors at Toronto’s Air Canada Centre. The deal was done direct.
U.S. firms create web buzz tracking tool
New York-based analysis firms iPerceptions, a company specializing in attitudinal research and metrics, and Repindex, a software data company have joined forces to create a new tool to track website buzz. Continuous Listening studies, an analysis of customer insights gathered from website visitor feedback, are currently in place for brands Land Rover and Reebok – the first to use this tool. The study allows these brands to identify continuously and in real-time, issues and concerns as well as key changes in site visitor attitudes and perceptions.
Says VP marketing, Howard Firestone: ‘Cost is in the $50,000 (all figures U.S.) range amortized over a 12 month period or approximately $4,000 a month. Clients can test out Continuous Listening with a three-month pilot at $15,000. If they continue, the $15,000 is applied against the overall yearly cost.’
http://www.iperceptions.com
BBM Media Snapshot: Canadians who ‘invest’ in lottery tickets
* 1.2 million Canadians (5%) spend $50+ on average each month on lottery tickets.
* 31% of those who spend $50+ on lottery tickets every month are between the ages of 45 to 54 years old (1.7 times more than the national average); 39% are 55+ years old.
* 68% of those who spend $50+ on lottery tickets are males.
* The average personal yearly income of Canadians who spend $50+ on lottery tickets per month is $43,000 (1.4 times more than the national average).
* The top lotteries/draws played at least once a month by these Canadians are: 89% Lotto 6/49, 82% Super 7 and 42% Extra/Tag/Plus/Mini.
* Canadians who spend $50+ on lottery tickets every month play 2 times more online/Internet casino games, bet money 2.4 times more often on horse races, and play 1.9 times more bingo games, when compared to the national averages.
* Canadians who spend $50+ on lottery tickets every month enjoy attending sporting events: 43% attended hockey games, 33% attended baseball games (1.4 times the national average), 26% attended football games (1.7 times the national average), and 20% attended horse races (2.3 times the national average).
* TV (86%), radio (83%), and Internet (54%) seem to be the best media to communicate with them based on yesterday’s exposure.
* Based on weekly reach, news/talk (25%), adult contemporary (15%), and classic/mainstream rock (12%) are their favourite radio formats.
* News/current affairs (73%), movies (70%) and hockey when in season (55%) are this group’s most popular television programs by weekly viewing.
Source: BBM RTS Canada Fall ’04 / Spring ’04, 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 Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
Comedy to release girlie reality show
According to the Comedy Network, Girls Will Be Girls. Friday nights at 10 p.m., beginning Oct. 21 there will be a new original comedy reality series featuring ‘four hot prankstresses’ who will do anything for a laugh. The plan is to mix sex and practical jokes in such skits as a woman dropping her ‘fake boob’ and asking passersby to help her stick it back in her bra. The Comedy Network is available to more than 4.8 million subscribers.
Brit car series hits BBC Canada
British motoring show Top Gear airs on BBC Canada on Saturdays and Sundays at 7 p.m. beginning Oct. 15. The 10-part hour-long series looks at new cars on the roads, new motoring technology and what’s new in concept cars. Celebrity races are a feature. Top Gear is hosted by Jeremy Clarkson.
Eloda hires one
TV ad tracking firm Eloda has found a director of business development in Michel Girard. Girard has worked in sales and marketing for several Canadian companies such as Radio-Canada, TVA and Transcontinental. He was an important part of the launch of Astral Media’s specialty TV channels and has recently helped to develop all-news radio for Corus Entertainment. Girard will report to David Gilmour and will be based in Eloda’s Montreal headquarters.
