Adnews

Please login to continue

Adnews offers non-subscribers free access to one story per month.

Subscribe for unrestricted access to our content.

Forgot your login or password? Click here.

LABATT INTRODUCES BLUELINE, SPONSORS OSBOURNES

By Adnews Staff

Labatt Breweries has begun a promotion called Labatt Blueline that will provide free long-distance telephone calls between some Ontario cities. The brewer teamed up with Onlinetel Corp. of Kitchener, ON to create the service. Ontario residents of legal drinking age can register for a personal PIN code at . Using the code residents can make phone calls to certain cities by cell phones and touch-tone land-line phones. Each city has an access number which users dial to make their call. The access numbers are listed on the Web site. The caller must then listen to a commercial message from Labatt, then dial the number they are calling. Labatt will initially promote the service through an online program with . The brewer will also distribute Blueline cards in cases of Labatt Blue in the coming months. The pre-call advertisements were created by Grip Ltd. of Toronto. Public relations for Blueline are being handled by Weber Shandwick Worldwide.
In related news, Labatt has signed on as the exclusive brewery sponsor of season one of "The Osbournes" on CTV. Last month CTV sub-licensed the Canadian television rights to seasons one and two of the series from MTV Canada. The series follows the daily life of rock musician Ozzy Osbourne and his family. Season one will begin airing on CTV on Sept. 17. As the exclusive brewery sponsor, Labatt will be included in pre-promotion for the series as well as the opening and closing billboards. The brewery will also run advertising during each episode.