SUPERPAGES HOLDS DIRECTORY CONTEST
By Adnews Staff
SuperPages of Burnaby, BC is promoting its 2003 Toronto directory with a contest called "One City. One Book. One Million Aeroplan Miles." Print advertising and radio commercials which ran prior to the start of the contest on Monday directed customers to look for a secret number printed on the spines of SuperPages directories. Once the contest began daily ads ran in The Toronto Star consisting of a range of directory numbers. Readers whose numbers fall within that range are directed to a Toronto Star advertisement depicting "Super Page," a character created for the contest. Readers must solve a daily challenge by finding various answers in the 2003 SuperPages. Readers must then call in with the answers to enter a draw for a share of one million Aeroplan miles. During the three-week contest, teaser radio ads on CHUM, CHFI, CILQ and CKFM will highlight the daily challenge. The concept and advertising support for the contest was created by Ignite Communications of Vancouver. A similar contest is also running in the Montreal area promoting the 2003 Montreal directory. Public relations for SuperPages are handled by BenchMark Porter Novelli of Vancouver.