Air Canada begins Celine Dion promotion with CanWest
By Adnews Staff
Air Canada has begun another promotional campaign in association with CanWest MediaWorks, this time in support of a contest tied to Céline Dion’s 500th show at Caesars Palace in Las Vegas. During the campaign, called “You and I in Vegas,” viewers can enter a draw for a trip to Las Vegas, tickets to the show and backstage passes. The contest will be promoted through a number of CanWest television, newspaper and online properties. Commercials will run on Global Television and on the ETCanada.com website. Print ads will run in the National Post, the Victoria Times Colonist, The Vancouver Sun, The Vancouver Province, the Calgary Herald, the Edmonton Journal, the Regina Leader-Post, The Saskatoon StarPhoenix, the Ottawa Citizen, The Windsor Star and The Montreal Gazette. The creative will direct viewers to the contest website at <http://www.aircanada.com/celine>. In addition, Entertainment Tonight Canada will air an interview with Dion on an as-yet unspecified date. The contest began yesterday and will continue until April 28. The winners will be announced on Entertainment Tonight Canada on May 8. The campaign was created by Marketel. “Partnering with CanWest MediaWorks has given us the ability to develop an exciting integrated promotional campaign leveraging very strong TV, print and online vehicles,” said Tony Attanasio, vice-president of the tactical group at Marketel. “This is our fourth promotional partnership with CanWest over the past six months, and we’re confident it will again be a great success.”