CAMPAIGN SHOWS HOW CLOSE YOU CAN GET
By Adnews Staff
The Leo Burnett Company of Toronto launched a Southern Ontario campaign last week for the Bell Canadian Open being held in Oakville from Sept. 2 to 8. The campaign uses TV, magazine and newspaper ads to show spectators how close they can get to the action. There is also a direct mail piece which features tournament and ticket information. The print ads use a three-dimensional approach with golf clubs and balls extending out from the page. One magazine ad features defending Bell Canadian Open champ Mark O'Meara lining up a putt. The tagline is "If we'd let you stand any closer, we'd ask you to hold the pin." One of the TV spots shows a spectator sitting greenside with the voice-over saying "You can sit anywhere you like... including the playing field." The golf tournament is organized by the Royal Canadian Golf Association. Its title sponsor is Bell Canada.