BLUE LIGHT BEGINS ISLAND CONTEST
By Adnews Staff
Toronto-based Labatt Breweries of Canada commenced the latest phase of its "Free Your Time" campaign for Blue Light yesterday; a contest called "Message in a Bottle". The promotion takes its cue from a 30-second television commercial called "Samedi Island" which began running earlier this year. Contestants will have the chance to win a trip to a private island to celebrate free time like the characters in the spot. "Message in a Bottle" T-shirts vacuumed packed in the shape of bottles will be distributed in cases of Blue Light. Finders of specially-marked T-shirts will win the trip. A new 30-second television spot from Ammirati Puris, the agency behind the "Free Your Time" campaign, will support the promotion during the summer season. Also, Blue Light has begun counting down each work week with a "Blue Light Weekend Countdown Clock" located in downtown Toronto. The clock will sound every Friday at 5:00 p.m. during the summer to signal the end of the work week and the beginning of the weekend. Public relations for Labatt are handled by Weber Shandwick Worldwide of Toronto.