QUEBEC ASSOCIATION SENDS MORE WORK TO LXB
By Adnews Staff
The Association régionale du sport étudiant de Québec et de Chaudière-Appalaches has awarded a campaign assignment to LXB Communication-Marketing. The association first hired LXB last year to produce a program aimed at youths intended to denormalize the tobacco industry. LXB developed the program's marketing communications plan and branding, said Paul Bleau, executive vice-president of integrated communications at the agency. Health Canada has agreed to support a pilot campaign for the program, called "De Facto," by donating $893,000 in funding. The campaign will run in the Quebec City and Chaudière-Appalaches regions. Bleau said the agency will break the pilot campaign in late August or early September to coincide with the back-to-school season. Print, radio, television, washroom and online advertising components along with event organization and sponsorship are planned.