FASHION CARES BEGINS 2003 MARKETING EFFORT
By Adnews Staff
The AIDS Committee of Toronto will unveil the marketing campaign for its annual Fashion Cares fundraising event today. This year's event will make use of a casino theme. Advertising will include print, broadcast, direct mail, interactive, outdoor and in-club materials. Guerrilla marketing and public relations will also be used. The creative was produced by staff from Gee, Jeffrey & Partners and Fuse Marketing Group. The creative depicts four casino characters: a croupier, a showgirl, Jack Pot and The King. Moxie will handle the guerrilla marketing, while Mighty Integrated will deal with interactive marketing and Web site design. Public relations are being handled by The Siren Group. All of this work is being done pro bono. Media space has been donated by the National Post, CHUM FM, fab, FASHION Magazine, Pridevision TV and Xtra!. Sponsors of this year's event include MAC Cosmetics, BMO Financial Group and The Bay. It is hoped that the event, which will take place in Toronto on May 31, will raise $1 million for the committee.