LEVI'S TO SPONSOR WORLD AIDS DAY CONCERTS
By Adnews Staff
Levi Strauss & Co. (Canada) Inc. of Richmond Hill, ON has joined forces with MTV Canada to support Levi's global sponsorship of the 2002 Staying Alive Concerts presented by MTV. Footage from concerts in Cape Town, South Africa and Seattle, WA will air on MTV channels on World Aids Day, Dec. 1. In Canada, a national campaign will attempt to create awareness of World Aids Day and Levi's sponsorship. The campaign will include a contest, online promotion, in-store activities and regional special events. The sweepstakes is being managed by Marketing Drive Worldwide. It will be promoted during MTV Canada's daily show "Select," with 30-second spots on MTV and MTV2 and at the MTVCanada.com Web site. The online component of the campaign is being done by Nine Dots. Public relations and regional event co-ordination are being handled by APEX Public Relations.