MACKINNON CALDERWOOD CAMPAIGNS FOR GRETZKY BIOGRAPHY
By Adnews Staff
MacKinnon Calderwood Advertising of Mississauga has created advertising to promote New York-based A&E Television Network's upcoming broadcast of "Biography: Wayne Gretzky". The creative depicts Gretzky in his Edmonton Oilers uniform. The copy reads "He didn't just play hockey. He defined it." In English Canada the campaign includes radio and print advertising in television books. In Quebec, in addition to print advertising in television books, newspapers and current event magazines, the campaign includes transit advertising and ads in The Molson Centre in Montreal. According to the agency, a greater emphasis was placed on Quebec because it is one of the network's best expansion opportunities. MacKinnon Calderwood has been the agency of record for A&E in Canada since 1994. In Canada, advertising for the network concentrates mainly on the program "Biography" as well as on high profile original movies.