TSN GEARS UP FOR EURO 2000
By Adnews Staff
Toronto-based TSN's marketing campaign promoting the Euro 2000 soccer championships got underway this week with radio ads on Toronto stations CIAO, CHIN, CIRV and the Fan590. The radio spots are the latest of the activities the network is using in its promotion of the championships, which begin June 10. On-air promotional spots have been running for the past few weeks as a pre-campaign, said Adam Ashton, TSN director of marketing. The radio spots launched this week will be followed with print advertising, a 12-second spot on the Elevator News Network, an online contest at <http://www.tsn.ca/soccer> and a presence at the Toronto-based Italian Film Festival. The contest will also run through TSN media partners The Kitchener-Waterloo Record, Thunder Bay Chronicle-Journal and Corriere Canadese. In addition, the sports network will distribute over 100,000 Euro 2000 Z-Cards in a polybag insert with the June 11 issue of The Toronto Sun. The Z-Card features team previews, programming schedules and facts about Euro 2000. Creative for the Z-Card was developed by Faith of Toronto. Print advertising was done by BBDO Canada of Toronto, while the radio and ENN spots were created in-house by TSN. The campaign, Ashton said, is geared to adults 25-54 years old who are hardcore soccer fans. TSN's coverage of Euro 2000 begins June 9 with a one hour preview show and continues until July 2, including 85 hours of coverage for the 31 matches as well as an evening wrap-up show to summarize the day's events. Media relations, handled in-house, will support the marketing campaign.