Insurance Corporation of British Columbia promotes Olympic license plates
By Adnews Staff
The Vancouver-based Insurance Corporation of British Columbia has begun a new campaign promoting the sale of Winter Games license plates. Developed by Wasserman & Partners Advertising, also based in Vancouver, the provincial campaign consists of print ads in daily and community newspapers, direct mail, point-of-sale materials and a website at <http://www.behindthedrive.com>. The creative focuses on the personal stories of British Columbian athletes."By purchasing a 2010 Winter Games plate, consumers are supporting the Canadian Olympic Team," said Wasserman creative director Liam Greenlaw. "Our goal is to ensure that connection is clear and show people the intimate side of what's coming to their backyard in 2010 and how they can be a part of the success."