ENTERPRISE CREATES CAMPAIGN TO INTRODUCE TIM HORTONS TO ROCHESTER
By Adnews Staff
Enterprise Creative Selling of Toronto has created a multimedia advertising campaign to introduce morning commuters in Rochester, NY to Tim Hortons. The campaign began last week when the first four Tim Hortons locations in the city opened. Television, radio, outdoor, and in-store advertising promotes Tim Hortons as "A fresh new way to start your day." According to Paul Wales, vice-president and executive creative director at Enterprise, the difficulty was positioning Tim Hortons, an almost unknown name in Rochester, as a "must visit" morning destination for commuters who already have established routines. In the 30-second television commercial, a commuter's regular convenience store has been replaced with a Tim Hortons. The man notices the switch when he tastes his coffee and bagel. In two 60-second radio ads using a sci-fi mystery theme, the regular stops of a man and a women are also replaced with Tim Hortons stores. The campaign will run until the end of November.