SUBWAY CHANGES AD FOCUS
By Adnews Staff
The Subway sandwich chain will be changing its target group in eastern and northern Ontario for a new ad campaign breaking in August. The campaign will be created by Acart Communications of Ottawa. The radio and TV ads will target men aged 18 to 34 and women aged 35 to 54. Men are the primary target market because that's Subway's core group of customers. Women are the secondary target because that's the largest growing market for Subway, agency account supervisor Sue McKinney told Adnews yesterday. In the past, Subway has targeted all adults aged 18 to 49. Acart has had the Subway business for four years. It won the account again earlier this month in a competition with five other agencies. The Ottawa agencies on the short list were: Media Plus, Acme Advertising and The McGill Communication Group. The Venture Group of Calgary and Hoberlin Advertising of Toronto also competed for the business. Venture already handles Subway advertising in Calgary. Hoberlin creates ads for central and southern Ontario.