BMG CANADA BEGINS GIMME A LIFT PROMOTION
By Adnews Staff
BMG Canada has begun a promotion aimed at 12- to 18-year-olds called "Gimme a Lift." The effort, developed by The Hive Strategic Marketing of Toronto, will run at Sunrise Record stores in Ontario and A&B Sound outlets in western Canada until the end of October. Customers who make a purchase will receive a two-for-one lift pass for the Blue Mountain ski resort in Ontario or Panorama Mountain Village in B.C. Radio stations HTZ FM in St. Catharines and CJAY in Calgary are promoting the initiative. Contests are also being held at participating retail stores. Four vacations to Mont Tremblant in Quebec or Panorama Mountain Village will be given away, as will 42 Morrow snowboards autographed recording artists Three Days Grace. The promotion is being supported with in-store displays, radio advertising and an email campaign to BMG newsletter subscribers.