MACLAREN MCCANN PREPARES CAMPAIGNS FOR SHAW FESTIVAL, NEGLECTED ELDERLY
By Adnews Staff
Toronto-based MacLaren McCann is developing a marketing communications program for the Shaw Festival's 2003 season. The agency has already begun working on the assignment, which will include mass advertising, interactive marketing, promotions and public relations. The festival considered a number of other unidentified agencies before assigning the work to MacLaren, according to the company's public relations director Odette Yazbeck. The company will continue to use Punch & Judy of Stratford, ON for direct mail and in-house publications. The festival's 2003 season began on Nov. 1 and will run until Oct. 31, 2003. The season will consist of 11 productions, including Misalliance, Three Sisters, The Coronation Voyage, The Plough and the Stars and Blood Relations.
In related news, MacLaren McCann has produced a pro-bono ad campaign to raise awareness of elder neglect. The tagline is, "Elder Neglect, You May Not Even Know You're Doing It." The campaign consists of print and television advertising. According to the agency, elder neglect has been identified as an issue that does not receive the attention it deserves in Canada. The creative presents images of family heirlooms and copy describing the lack of attention paid to those who owned them. One ad displays a necklace with the text, "Over the years, the gift has become more cherished than the grandmother who gave it to her." Another ad shows picture of a soldier with the copy, "He's proudly displayed at every family dinner. But hasn't been invited for years." Advertising began running in the November issues of Saturday Night and FiftyPlus magazines. It will continue on an ongoing basis. Media planning and buying for the campaign was handled by M2 Universal.