LABATT TAKES FREE YOUR TIME CAMPAIGN NATIONAL
By Adnews Staff
Labatt's Blue Light Free Your Time campaign will run nationally this year. The initiative began last spring in Ontario as an extension of the brand's "Free Your Time" advertising campaign. Approximately 130,000 signatures were collected and submitted to the Ontario government to petition for a new long weekend in June. This year the campaign will consist of a national petition at <http://www.freeyourtime.ca> that will be submitted to the federal government on May 28. A national television spot created by Ammirati Puris now airing promotes the Free Your Time petition. Billboard advertising in major Canadian markets and an email campaign are also in use. Also, Blue Light Free Your Time promotional workers will gather signatures at various locations in Ontario. In the campaign Labatt declares June 14 "Freeday", the beginning of an unofficial long weekend and a day dedicated to celebrating free time. The company has activities planned at various venues for the day. Public relations for Labatt are handled by Weber Shandwick Worldwide.