GM BEGINS NEW COLLECTION CAMPAIGN IN QUEBEC
By Adnews Staff
General Motors of Canada and its agency Cossette Communication Group held a one-day multi-media advertising campaign in Quebec yesterday promoting six Chevrolet vehicles: cars Aveo, Optra, Epica Malibu and trucks Colorado and SSR. Called "The New Collection," the campaign included seven television commercials that aired during the day, approximately 700 out-of-home ads, 1.5 million four-page newspaper inserts and online advertising. Approximately 300 radio ads for a contest called "The Great Chevrolet Hide-and-Seek" contest also aired that day. The contest, which ran in Montreal, Quebec City, Trois-Rivières, Sherbrooke and Chicoutimi, involved clues to the location of five vehicles being revealed through the day on Energie radio stations. Some elements of the campaign, including television and out-of-home advertising, will continue to run into 2004. Advertising for the these six vehicles is already running in the rest of Canada. That campaign, created by MacLaren McCann of Toronto, includes television and out-of-home advertising, newspaper inserts and public relations.