BVHEC WRAPS UP DISNEY CLASSICS
By Adnews Staff
Toronto-based Buena Vista Home Entertainment Canada, distributor of Walt Disney home videos in Canada, is wrapping up a new promotion in support of the recently launched Gold Classics Collection of Disney home videos. The new collection debuted in April, featuring new and previously available titles in the Disney library. The collection allows consumers to purchase titles that had been previously unavailable. Additional titles in the collection will be announced each month and will be available in both VHS and DVD formats. To support the launch of the Gold Classics Collection and reflect the new titles that have been added, BVHEC is using two full-wrap buses in the Toronto and Montreal markets depicting characters from the movies. In addition to the exterior wrap, the buses also include interior transit cards promoting different titles in the collection. The wrapped buses kicked-off a 12-week run this week. This will be supported throughout the year with national English television, French radio, national newspaper, outdoor billboard and magazine advertising. Creative for the bus wraps was done by Onyx Marketing of Toronto, working with Buena Vista. All additional advertising has been adapted for the Canadian market from BVHEC's parent company, Buena Vista Home Entertainment, Inc. of Burbank, California. Initiative Media of Toronto handled the media buy.