Star TV, Second Cup begin joint promotion
By Adnews Staff
Toronto-based specialty station Star TV and coffee retailer Second Cup have begun a joint promotion called “Look Who’s Chilling At Second Cup.” During the 12-week initiative, celebrity interviews for the channel’s “Star Daily” program will take place at a number of Second Cup locations in the Greater Toronto Area. The coffee chain will use the exposure to promote its new lines of Chillers and Smoothies beverages. The promotion also includes a contest, the winner of which will receive a trip for two to a movie premiere in Los Angeles. The program will be supported with on-air, in-store and online materials. “This is one of Second Cup’s biggest promotions of the year,” said Karen Gold, director of marketing at Second Cup. “It’s quite a departure from what we’ve done historically and I know it’s going to be a huge success with our younger guests.” Star TV is operated by CHUM Television.