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HOME, HOME ON THE WEB

Roots Canada introduced a print campaign on the weekend to promote its outdoorsy Web site, featuring a flickering campfire and the sound of paddles dipping in the water. The ad focuses on a promotion in which Roots is giving away T-shirts to the first 1,000 Canadians to visit the site. The advertising and the site were created by The James Gang Advertising Inc. of Toronto. Besides clothing, Roots has two computer accessories listed in its electronic catalogue, a mouse pad and a laptop bag, both in leather. A 12-month calendar of events alerts browsers to happenings on the Roots site. The site also has environmental content and a link to Canadian environmentalist, David Suzuki's site. It also carries camping tips and tales, among other things. It currently carries 200 campfire stories by Grade 5 students in Toronto. For those interested in the nitty gritty behind the preppy duds, there's a feature, complete with sound, on how the clothes are made. This includes a virtual visit to the company's leather factory.

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