BROTHER BREAKS WORK GROUP CAMPAIGN
By Adnews Staff
Brother International Corp. (Canada) Ltd. of Dollard-des-Ormeaux, PQ will begin what it describes as a major new marketing campaign this month, the centerpiece of which is a 30-second television spot from Toronto-based CORMARK MACPHEE Communication Solutions, Brother's agency of record. The campaign is intended to promote Brother's new focus on "integrated office equipment solutions for work groups" such as printers, fax machines, multi-function devices and other electronic equipment used by independent groups within large companies and government organizations. The ad, called "Brother Spaceship", combines live action with a computer generated cityscape and synthesized music. It will air this summer and fall during various sports programs on CTV, CBC, Global, TSN, Radio Canada and RDS. A print component will be added in September, consisting of full-page and third-of-a-page ads in major English and French language business publications. Additional collateral material has also been created.