MOLSON'S SIX CANADIANS ON A BUS DEPART
By Adnews Staff
Molson Breweries' summer promotion kicked off in Newfoundland on July 1 when "6 Canadians on a Bus" departed for a two-month cross Canada road trip. The promotion is designed to take the "I AM" campaign on the road in search of the "ultimate Canadian experience." Six people were chosen from entries across Canada competing for a seat on the bus. Ending in British Columbia on Labor Day, the ten-week tour will see the crew stopping at events in cities across the country searching for what it means to say "I am Canadian." Canadians will be able to follow the tour on the IAM.ca Web site and through a weekly television show on MuchMusic sponsored by Molson Canadian. Canadians can also submit ideas on the Web site for places and events the crew should attend. The promotion was organized by Roar Media of Toronto. Public relations is being handled by Apex Public Relations of Toronto.