BENCHMARK PORTER NOVELLI TAKES ACTION FOR BANDAI
By Adnews Staff
BenchMark Porter Novelli of Toronto is getting ready to fly into action. The agency was recently chosen by Toronto office of Tokyo-based toy company Bandai Co. Ltd. to launch the Gundam Wing toy line in Canada. The agency won the assignment based on a referral from the Porter Novelli offices in San Francisco which handled the Gundam Wing launch in the U.S market. BenchMark will support the launch of the Gundam Wing action figures and model kits with a national media relations campaign and a launch event September 16 in Toronto. In the past Bandai has brought the Power Rangers, Digimon and Tamagotchi brands to the Canadian toy market. Gundam Wing, which has received a positive response in Japan, is a new entry into the Canadian sci-fi animation market. An animated television series will also air in Canada on YTV. In addition to PR, the Gundam Wing line will be supported with advertising from J. Walter Thompson of Toronto.