SYMPATICO-LYCOS PROMOTES CANADIAN SEARCH ENGINE
By Adnews Staff
Sympatico-Lycos is letting Canadians know where to turn for Canadian search results in a new ad campaign for its Internet portal Sympatico.ca. English advertising, breaking on February 26 throughout Southern Ontario, follows the commencement of a similar campaign in the Quebec market this week. Although the two campaigns are not identical, both are intended to promote the portal's improved search engine. The English campaign includes ads in major dailies, Sympatico.ca branded bellybands (banners wrapped around newspapers), an online instant-win contest, 30-second radio spots, campus newspaper ads, washroom posters and postcards. The tagline is "Find the Canadian Stuff Faster." The French campaign includes 30-second TV spots and print ads in major dailies. The tagline is "Enfin un moteur de recherche immensément performant" which translates as "Finally a search engine of superior performance." The campaign was created by Cossette Communication-Marketing. Public relations are being handled by Optimum Public Relations. Advertising will run for six-weeks.