TSNMAX.CA AIMS AT SPORTS FANS
By Adnews Staff
Bell Globemedia and Bell Canada have built a new Internet-based sports service called TSNMAX.ca. The Web site carries sports coverage and reports from TSN and the Globe and Mail as well as videos, fantasy polls and wireless alerts of news and scores. The site will also carry exclusive news reports, nightly highlight packages and video interviews. Aimed at Canadian sports fans, TSNMAX.ca will cost $4.95 per month following an initial free trial period which runs until the end of the year. A $2 million campaign from Cossette Communication-Marketing of Toronto will include television, radio, print, out-of-home and Internet advertising. The campaign's creative tells sports fans to "Max Your Sports I.Q." Events in Toronto and Vancouver, organized by Environics Communications, will also support the launch of the site. TSNMAX.ca "teams" in hockey equipment, in-line skates and branded jerseys will greet people coming out of the NHL's season openers in both cities, distributing TSNMAX.ca water bottles. Four members of each team will also wear shoulder-mounted TV screens which will display a video promoting the site.