LOOK COMMUNICATIONS FOCUSING ON BRAND
By Adnews Staff
Toronto-based Look Communications is launching a new brand and product awareness advertising campaign today as part of the company's overall $20 million marketing efforts. The national campaign running in French and English was created by Toronto-based Zig Inc. and includes TV and print advertising focusing on both the television and Internet services of Look's business. Included in the campaign are new ads that promote the benefits of parental filters on the Internet while additional ads focus on being able to only pay for the channels you watch. The campaign is the first for Look since the company merged with Internet Direct last November. All product I.D. will be carrying the Look brand, replacing the Internet Direct name on the Internet side of the business. Look is focusing on its primary target market of well-educated, 30-50 year olds, open to technology. Advertising is scheduled to run until early May. A second phase of the campaign featuring new creative is also planned for the fall. PR for Look Communications is handled by DBA Communications of Toronto.