FORD OF CANADA AND DEALERS BREAK SPRING CAMPAIGN
By Adnews Staff
Ford of Canada and the Canadian Ford Dealers have released a spring marketing campaign. The multimedia effort, created by Young & Rubicam of Toronto, features retired hockey player Wayne Gretzky. Gretzky signed a three-year deal to appear in Ford advertising last fall. The campaign, called "Playoff Payoff," includes print, radio and television advertising along with direct mail and in-dealership materials. The advertising, which will run until the end of May, highlights a zero percent financing offer. Also, Ford and CBC's Hockey Night in Canada will hold an online contest at <http://www.ford.ca> as part of the campaign. Visitors to the site must find six hidden icons to win an instant prizes. Contestants who find all six icons will also receive a printable ballot for a trip to the Wayne Gretzky Fantasy Hockey Camp in Phoenix, AZ. The contest will also run until the end of May. "Canadians live for the playoffs, so we have created a special value event, featuring Canada's most loved hockey icon, to make this season payoff for consumers in more ways than one," said the company's vice-president of marketing, Torrey Galida.