CFL TAKING RADICAL ROAD TRIP
By Adnews Staff
The Toronto-based Canadian Football League has launched a new advertising campaign designed to raise awareness of the CFL and highlight the differences found in the sport north of the border. "CFL Radical Road Trip" launched July 5 in conjunction with the season opener of the CFL. The campaign includes television and radio spots running on a national basis as well as an Internet component at <http://www.cfl.ca>. Advertising, created by The Communiqué Group of Toronto, was based on man-on-the-street interviews with Americans. "The purpose of our new campaign, the Radical Road Trip, is to highlight our unique Radically Canadian rules and to celebrate the differences that set us apart from all other brands of football," Jim Neish, director of marketing and communications for the CFL explained. One spot called "The Extra Man" plays on the fact that 12 men play on a team in Canada where as 11 play on a team in the U.S. The Radically Canadian campaign is scheduled to run in English Canada throughout the 2000 CFL season. Eight teams are included in the CFL including the Montreal Alouettes, Toronto Argonauts, Hamilton Tiger-Cats, Winnipeg Blue Bombers, Saskatchewan Roughriders, Calgary Stampeders, Edmonton Eskimos and B.C. Lions.