GLOBEANDMAIL.COM "SKATERCIZERS" ROLL THROUGH TORONTO'S FINANCIAL DISTRICT
By Adnews Staff
A team of "skatercizers" will roll through Toronto's downtown financial district today bearing modern versions of the old advertising sandwich board. The inline skaters will hit the streets at mid-day wearing flatscreen monitors rather than plywood signs. The screens will display a looping video promotion for the News Now contest on the globeandmail.com Web site. The skaters are part of a $500,000 public relations and advertising campaign supporting the Globe Web centre, which is produced by the company's Internet division, Globe Interactive. The six-month campaign broke in mid-June to promote the Globe's expansion of its Internet activities and the addition of breaking news coverage to globeandmail.com. Public relations for The Globe and Mail and globeandmail.com are handled by Environics Communications of Toronto. The video equipment is from Total Motion Media of Washington, D.C. This is the first time that company's technology has appeared in Canada.