LABATT DECLARES UNOFFICIAL JUNE LONG WEEKEND
By Adnews Staff
Labatt has proclaimed an unofficial long weekend in June. In April the brewer began collecting signatures on a petition for a new long weekend in June as part of its "Free Your Time" advertising campaign for Blue Light, created by Toronto agency Ammirati Puris. Over 125,000 signatures were collected and submitted to the Ontario government. Continuing with the theme, Labatt has designated Friday June 15 as Freeday. Various Freeday celebrations are planned at designated venues around Ontario. Supporters of the "Free Your Time" cause are being encouraged to visit <http://www.freeyourtime.ca> for Freeday party information. A 30-second television spot from Ammirati Puris highlights the fact that of May, June, July and August, June is the only month without a long weekend. Public relations for Labatt are handled by Weber Shandwick Worldwide of Toronto. Event management for Freeday is being handled by SFX Events.