CAPTIVATE PROMOTES SERVICES TO MEDIA PLANNERS AND BUYERS
By Adnews Staff
Captivate Network is beginning a new campaign to promote its services to media planners and buyers in Canada. Captivate delivers advertising and programming through flat panel television screens in the elevators of office buildings. The company also offers a marketing service called Concrete Events, which stages sampling programs, product displays and other initiatives in the lobbies and courtyards of office buildings. According to Dean Lacheur, Captivate's general manager of advertising sales in Canada, half-page print ads have been running in trade publications for several weeks. These will be followed by direct mail, advertising in The Globe and Mail and promotion on Captivate's own elevator screens. The print creative depicts a group of people in an elevator watching a Captivate screen. In one execution the headline reads, "You see a television screen in an elevator. We see a media network that reaches over one million affluent viewers." Another ad reads, "No matter how they commute to work, they all end up riding in the same car." The direct mail piece consists of a series of post cards tied to the print ads. The marketing effort will run until the end of the year. The advertising was created by Fresh Advertising of Toronto. Public relations for Captivate are handled by Polaris Public Relations of Toronto.