VOLKSWAGEN PROMOTING MONTREAL FESTIVAL
By Adnews Staff
In support of the annual Montreal International Festival of New Cinema and New Media, Volkswagen has launched a new ad campaign that includes "cyber-features Volkswagen," a series of four black and white print ads and a 4.5" x 6" postcard that unfolds to become an 18" x 25" poster. The campaign was created by Volkswagen's ad agency Palm Publicité Marketing of Montreal and is the second project the agency has completed for the company's sponsorship of the festival. The campaign's creative uses dialogue to play on the similarity between the relationship that unites lovers and the partnership that brings the festival and its sponsor Volkswagen together. The prints ads are running in the festival's official program as well as in Montreal's urban newspaper Voir. Posters and backlit billboards, through Zoom Extra and NewAd, are also being included in the campaign to reach the festival's urban audience. The new postcard/poster was created by Palm and Zoom and is being distributed through Zoom's postcard network in bars and restaurants. Volkswagen's "cyber-features" are five-minute updates on the festival appearing on the French part of Volkswagen's Web site at <http://www.vw.com/French>. The campaign is scheduled to run until the end of the festival on October 22.