ALLIANCE ATLANTIS BREAKS CAMPAIGN FOR BBC CANADA
By Adnews Staff
Toronto-based Alliance Atlantis began a marketing campaign for the recently launched BBC Canada digital channel this week. The campaign includes outdoor, print and radio advertising from Toronto's Harrod & Mirlin/FCB. The three print executions display copy over a spray-painted Union Jack background. The copy consists of tongue-in-cheek statements about the British and their television such as "In a country where it rains every other day, the television has to be good" and "This is a country that fries candy bars. Of course their television is strange." Outdoor executions are running in Toronto and Vancouver. Print advertising will appear in the October issues of Toronto Life and Vancouver Magazine. The radio creative involves two Canadians attempting to incorporate British slang into their conversations. BBC Canada, which launched on September 7, shows comedy and drama programs from the British Broadcasting Corporation. This debut marketing campaign will run until the end of the month.