DIRECT ENERGY READIES TV CAMPAIGN
By Adnews Staff
Direct Energy Essential Home Services is using a new television campaign to promote its services to Ontario homeowners. Thirty- and 60-second commercials will break on Monday. They will promote the concept of the "Direct Energy Home," which is a house that uses the products and services of the company. Newspaper advertising, free-standing inserts, direct mail and radio ads will also be used. A second phase of the campaign to promote new central air conditioning installations will begin in mid-April. The advertising, created by FCB Direct, will run through the year. Also, a new campaign to raise awareness of the Direct Energy's Business Services division will begin on Monday. Created by Meadwell of Mississauga, this effort will consist of newspaper ads running in eastern Canada each Tuesday in April and May. Public relations for Direct Energy are handled by GCI Group of Toronto.