CORUS BREAKS CMT TRADE CAMPAIGN
By Adnews Staff
Corus Entertainment of Toronto has begun a trade marketing campaign for country music station CMT. The campaign, developed by Toronto-based Zig, is aimed at media agencies. Its intent is to change the stereotypical image of country music fans. The three ads use the tagline "CMT viewers. They're not who you think they are." The campaign began running in trade publications this week. It also includes a direct mail component, the first piece of which was sent to 175 media planners, buyers, clients and ad executives this week. It contained a pair of sunglasses that were, according to the copy, "Picked up at Dixie Chicks concert, Vancouver, B.C." A second direct mail piece containing a sports item will be sent out next week. A third piece containing a technology item, will be sent out in September. Corus will also send out a direct mail piece during the week of July 12. It will be a game in which players "peel away" stereotypes.