THE BAY BREAKS SPRING CAMPAIGN
By Adnews Staff
A new television, radio and print advertising campaign for the Toronto-based Hudson's Bay Company's retail stores will begin today. The campaign, created by the Bay's lead agency Padulo Integrated of Toronto, will promote several womenswear brands: Mac & Jac, Melrose and Style & Co. The creative makes use of a female character seen in previous Bay campaigns who communicates through internal monologues. "The spring campaign adds further dimensions and personality to our character, who, research shows, is well related to by our target audience," said Rick Padulo, chairman and CEO of the agency. The campaign will run in English and French.
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