LYNN COMMUNICATIONS PROMOTING GRAMMY AWARDS NORTH OF THE BORDER
By Adnews Staff
Toronto-based Lynn Communications, the promotions and publicity agency-of-record for the 42nd Annual Grammy Awards in Canada, has launched two new nation-wide contests to raise awareness and drive traffic to the February 23rd telecast. The objective of both the "Grammy at Home Party" and "Watch-Win-Fly Grammy Escape" contests is to further enhance the Grammy brand, create consumer interaction and positively impact telecast viewership, explained Jennifer Lynn of Lynn Communications. Based on the success of last year's Grammy Awards efforts in Canada, contest activity has been expanded this year to include both the pre-Grammy telecast contest and a forced-tune contest. "Grammy At Home Party" is a radio and retail-based promotion. Seven winners will each receive a 36" television system to host their own Grammy get-together. The contest, which launched last week, includes promotional in-store materials in Future Shop locations across Canada (excluding Quebec) and national radio promotion in the form of Grammy trivia. The Grammy Awards, HMV Canada and BMG Canada will send the grand prize winner of the "Watch-Win-Fly Grammy Escape" contest and a guest to the 2001 Grammy Awards. Promotion of the contest includes in-store, print, television and online advertising. Point-of-purchase materials and window displays in HMV stores and print ads in TV Guide will be supported with television spots running on CTV. Eligibility is based on a question which requires tuning into the Grammy telecast for the correct answer. The introduction of online activity, in addition to mail-in ballots is new this year. Grammy contest sites are http://www.HMV.com and http://www.ViKrecordings.com. The "Watch-Win-Fly Grammy Escape" contest closes March 3.