CHAPTERS SINGING A NEW TUNE
By Adnews Staff
Toronto-based Chapters.ca is singing a new tune following the launch of its new advertising campaign. The national print and radio ads are supporting the music category found on the Chapters.ca Web site. Included in the campaign, from Toronto-based BBDO Canada, is a new look and tagline for the online retailer. Print ads, running in daily newspapers and urban weeklies beginning this week, are designed to highlight Chapters.ca as a leading Canadian online music retailer. Music artists such as Jennifer Lopez, The Clash, and Ricky Martin are featured in the ads. The radio campaign is currently running on stations across the country. The spots are designed to teach listeners the correct wording of several misquoted song lyrics including the opening lines of Manfred Mann's single "Blinded by the Light." The brand-building campaign features the colour red, the company's colour, as well as rounded shapes that are also used in the company's open door logo. The logo, supported with the new tagline "We're open if you are," highlight the convenience of shopping online anytime/anywhere. According to Chapters.ca, the new look will also provide the backdrop for other upcoming advertisements, which will support different products available on the site. PR for Chapters.ca is handled by High Road Communications of Toronto.