COORS, MAXIM BEGIN GIRL SEARCH
By Adnews Staff
Coors Canada and Maxim Magazine have begun a national search to find a 2002 Coors Light Maxim Girl. The promotion is being organized by Masev Communications of Vancouver. The first phase began on May 21 and will run until Aug. 26. During that time a promotional staff consisting of a disc jockey, dancers and other girls will visit 180 venues in Canada. At each venue they will promote the search and pick one person to be a judge at regional events which will take place this fall. A Web site has also been created at <http://www.coorslightclubtour.com> to promote the contest. A second phase of the promotion will run from Sept. 1 to Sept. 30. During that time ten finalists from ten Canadian cities will participate in regional events. One winner from each city will participate in a national final which will take place in October in Toronto. The woman chosen as the Coors Light Maxim Girl will appear in a two-page Coors Light ad that will run in Maxim Magazine. Additional promotion for the search includes print ads in Maxim and Canadian urban weeklies as well as radio promotion with various stations in participating cities.