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Slice begins To Cuba With Love promotion

Canwest Broadcasting specialty channel Slice has begun a street promotion called "To Cuba, With Love" in the Greater Toronto Area in support of its wedding-themed programs. During the eight-day initiative, promotional workers dressed as a bride, groom and wedding party will travel to various locations in the city in a branded limousine to stage photography sessions. The participants will distribute information about the various shows in the form of wedding programs and postcards. These will also direct consumers to a website at ToCubaWithLove.ca to enter a draw for one of three vacations. The photographs taken will be posted to the channel's Facebook page. The tour is part of an overall promotion for the channel's wedding programming, aimed primarily at women between the ages of 18 and 49. It also includes a 30-second television commercial on Slice and two weeks of promotion on radio station Z103.5. "With wedding season in full swing, we created a fun and engaging experience for viewers to reinforce that where weddings are concerned, there's no place like Slice," said Solange Bernard, director of marketing strategy for lifestyle channels at Canwest Broadcasting. "The over-the-top, boisterous bridal party stunt mirrors the fun and offbeat personality of Slice's wedding programs that our viewers love." The promotion was developed in-house by Canwest. The contest and street activities are being conducted by Sugar Media.

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