CCTV ON-AIR THIS SUMMER
By Adnews Staff
Canadian Club Television makes its debut this Friday when the CCTV program launches at The Madison Ave Pub and Easy & The Fifth in Toronto. An initiative of Toronto-based Corby Distilleries, the CCTV program is supporting the Canadian Club brand. The program features identical twins C.C. & Ginger and C.C. & Cola travelling to different venues throughout Toronto this summer to film mock "commercials" with patrons who order Canadian Club and their favourite mix in one of five different languages. Those captured on film can visit the Canadianclubtv.ca Web site to view a selection of the week's spots and find out where the CCTV crew will be travelling to next. Television advertising appearing on CTV and The Comedy Network, in-bar activities and retail POS materials are supporting the program. CCTV participants and patrons overheard ordering Canadian Club by name by a mystery spotter in the bar will get a ballot for a draw to win a trip for two to Mexico, France, England, Spain or Jamaica. The CCTV program, including in-bar activities and POS materials, was created by Mosaic Group. The events department of The Media Company, Mosaic Group and advertising agency Goodgoll Curtis worked together to integrate the Canadian Club brand strategy with the promotion idea. The Media Company also negotiated the media partnership with CTV and is handling media buying for Canadian Club and CCTV. Public relations are being handled by Cohn & Wolfe. All of these agencies are based in Toronto.