FAMILY CHANNEL TEAMS UP FOR MUSIC TOUR
By Adnews Staff
Toronto-based Family Channel has teamed up with Shoppers Drug Market, Walt Disney Canada and Universal Music for a national back-to-school promotion called "Do the Tour with Family." The promotion, which runs until September 30, is targeting tweens and teens 12 to 17 years of age. "Do the Tour with Family" is promoting 2 Hour Tour, a music documentary series from Disney Channel that is airing exclusively on Family in Canada. A new two-hour episode appears each month featuring a different recording artist who has chosen an unknown act to mentor. To support the Canadian premier of 2 Hour Tour, the network is holding a contest in which one winner will get a trip for four to see Enrique Iglesias in concert. Fifty second-place winners will receive music CDs and Universal Music merchandise. To enter, viewers watch September's 2 Hour Tour episode featuring Christina Aguilera and identify on a ballot the band she choses as her opening act. Contest ballots are being distributed in 170,000 Shoppers Drug Mart 2000 Teen Packs across Canada. The Pacs also include a locker calendar that highlights the Family contest and includes an entry ballot as well as pictures of stars appearing in the series. A 45-second on-air promotional spot will be seen daily on Family. A 45-second audio spot is running on the Shoppers Drug Mart in-store radio network across Canada. Additional radio spots in the Toronto and Vancouver market are also being used to promote the series. Advertising was handled in-house by Family. The calendars were created by Walt Disney.