EXCITE CANADA NOW ONLINE
By Adnews Staff
Toronto-based Excite Canada is supporting the launch of its new online property at <http://www.excite.ca>, with a $6.5 million consumer and trade advertising push. The new online property is a 50/50 partnership between Rogers Media Inc. of Toronto and Excite@Home of Redwood City, California. The ad campaign launched yesterday from Toronto-based BBDO Canada. The three month campaign is focusing on the Toronto and Vancouver markets because 31% of Canada's Internet users are found in these markets, Jennifer Langley, marketing director, Excite Canada said. Outdoor, transit, washroom, online, print, television and cinema advertising is being included in the ad campaign targeting consumers. Langley said Excite.ca's magazine buy was the largest ever for any Canadian dot.com company with a price tag of $2.5 million. On the trade side, Langley explained, advertising took a different route. Excite Canada placed ice sculptures outside ten major Toronto advertising agencies yesterday morning. Once inside, employees were greeted with in-elevator advertising and washroom posters. Additional support for the trade campaign includes print ads in trade magazines and online advertising. According to Excite.ca, the company plans on acquiring users through its online and off-line media resources. Langley added the company will not be targeting Yahoo Canada users. All advertising is being supported with public relations activities from Toronto-based Maverick Public Relations.