TOYOTA PROMOTES ECHO WITH ASTRAL MEDIA
By Adnews Staff
Toyota Canada is promoting its 2003 Echo with a multimedia campaign on various Astral Media properties in Quebec. The campaign was developed by Astral Media Mix, a service of Astral that develops packages for advertisers. The creative was done by Saatchi & Saatchi of Toronto. The campaign focuses on the features of the sub-compact car, in an effort to portray the vehicle as "big on both space and value." Five weeks of television advertising began on Feb. 3 on Astral television stations Canal Vie, Canal D, Historia, Séries+ and Z. A radio promotion broke on the Rock Détente and énergie networks a week later. Outdoor advertising will begin in Montreal and Quebec City on March 8.
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