PACIFIC NATIONAL EXHIBITION BEGIN COUCH CAMPAIGN
By Adnews Staff
The Pacific National Exhibition has begun a new advertising campaign to encourage people to attend the fair this year. Created by Wasserman & Partners of Vancouver, the campaign includes two TV commercials, a radio spot and four print executions running throughout the Lower Mainland and British Columbia until Sept. 5. The 30-second television spots show a family watching entertainers from PNE shows. As the spots continue, the door breaks down and the entertainment from the television screen is now seen live. The campaign's print executions feature entertainers from various PNE shows inside people's home where the television set would normally be. For example, in one ad a Cirque Pop performer is seen contorted in an entertainment centre. "The PNE campaign is targeted at people and families who haven't been to the Fair in years," said Wasserman associate creative director Kai Clemen. "With bold and amusing creative we are urging people to get off their couches and rediscover this Vancouver institution." The 2004 Fair at the PNE opens Aug. 21 and runs until Sept. 6.