WEATHER NETWORK BREAKS TV CAMPAIGN
By Adnews Staff
Mississauga-based The Weather Network has begun a fall television advertising campaign consisting of six 30-second spots. The ads, which were created by Holmes and Lee of Toronto, are shot to resemble hidden camera footage of weather elements auditioning for parts in a Weather Network forecast. Actors dressed as characters such as Freezing Rain, Heavy Snow and the Sun appear in the network's studio for their casting sessions. "Our research told us that the majority of Canadians use television as their primary source for obtaining weather forecasts," said Rick Ridgway, executive vice-president and COO of The Weather Network. "As a result, television also provides us with an excellent opportunity to reach viewers and reinforce the message that accurate local forecasts are on The Weather Network." Holmes and Lee also created the network's current outdoor campaign, which will continue with a fresh round of billboards next month.