CANADA'S WONDERLAND ADVERTISING ERUPTS
By Adnews Staff
Paramount Canada's Wonderland is promoting its new attractions on-air and in print with a new ad campaign. The theme park, located north of Toronto, opened for its 20th season yesterday, debuting a new thrill ride called Cliffhanger and an interactive ride for children called Scooby-Doo's Haunted Mansion. Beginning in July, the park's Wonder Mountain will "erupt" nightly with pyrotechnics, smoke, ash and lava. To promote the 20th anniversary season and the new attractions, radio, television, newspaper and magazine advertising will run until the park closes for the season in the fall. Three television ads will promote each of the attractions, while a fourth which launched late April continues to promote the Canada's Wonderland season pass. Two radio campaigns target families with children and young adults. Scott McConnell, vice president of marketing and sales for Canada's Wonderland, said that when similar attractions are launched at four other Paramount Parks in the U.S. next year, the television creative developed for Wonderland will be adapted for those markets. Paramount Canada's Wonderland is operated by Paramount Parks, which is a unit of Viacom Inc. Advertising for Canada's Wonderland is done by Ambrose Carr Linton Carroll of Toronto.