BLOCKBUSTER BRINGS ENTERTAINMENT HOME TO CANADA
By Adnews Staff
Blockbuster Canada Co. of Toronto has launched the company's global advertising campaign in Canada. The "Bringing Entertainment Home" campaign launched in the international markets of Australia, Mexico, Argentina, Chile, Denmark and the United Kingdom in early April. The Canadian launch was scheduled to break in conjunction with the release of American Beauty on video May 9th and to coincide with television's season finales in mid-May, where a high level of audience reach could be targeted. The campaign includes a series of television spots, created by Doner's Detroit and London offices, featuring customers on their way home with their Blockbuster rentals. A glow is seen accompanying the customers until it's revealed the glow is coming from the Blockbuster boxes. The glow, which has been incorporated in the company's logo's and serves as the main symbol of the campaign, is designed to represent the company's promise of a great evening of entertainment. The television commercials are initially launching for a four week run. The spots will be seen nationally in English Canada only. In Quebec, Blockbuster will launch a radio campaign adapted from the "Bringing Entertainment Home" campaign. The radio spots, from Doner of Toronto, are expected to break shortly. Point-of-sale materials at Blockbuster's 352 stores across Canada will support the television and radio advertising. The campaign is scheduled to break in U.S. markets this week.