WONDERBRA BEGINS TWO-MONTH FIT TOUR
By Adnews Staff
Montreal-based WonderBra is promoting a new product line called WonderBra Me with a two-month fit tour. The initiative began yesterday and will run until Nov. 21. The tour will visit 15 shopping malls in Montreal, Calgary, Quebec City, Toronto and Ottawa. Women at these stops will be invited to take part in fit sessions at which they will receive a consultation concerning bra types and correct sizing. Participants will also receive a mail-in rebate coupon for a WonderBra Me bra. The tour is being promoted with a radio campagin. The advertising, packaging and in-store materials were created by Diesel Marketing of Montreal. Media buying was handled by Touche Media of Montreal. The initiative also has a fundraising component which asks women to contribute worn-out bras. For each discarded bra, WonderBra will donate $2 to the Canadian Breast Cancer Foundation. The tour is also being supported with public relations from Torchia Communications of Montreal.