POLAROID PROMOTES NEW INSTANT CAMERA
By Adnews Staff
Polaroid Canada of Mississauga is will promote the new Polaroid One Instant camera with a Polaroid Day event at Casa Loma in Toronto. The day will take the form of a birthday party for one-year-olds. Each guardian accompanied by a child under two will receive free admission. The party will include entertainment and a 21' x 8' birthday cake. Attendees can win one of ten Polaroid One cameras and film or $1,000 in cash. The new camera is smaller and lighter than the Polaroid OneStep camera which was introduced 20 years ago, according to Christina Smith, marketing manager for Polaroid Canada. They went on sale in Canada in early May. The Polaroid One is also being promoted with national television and print advertising and with a direct mail campaign. Polaroid's public relations agency, Environics Communications of Toronto, organized the Casa Loma event. Advertising and media were handled by Leo Burnett and Starcom.