Bradford Exchange hires Northern Lights Direct Response
Northern Lights Direct Response of Toronto has been retained by The Bradford Exchange to develop a new television campaign. The campaign promotes a product called the Duke-Western Hero, a piece of wall art based on the pistol carried by John Wayne in a number of films. The campaign consists of a 120- and 60-second commercials. Northern Lights is also handling media buying. "We knew Northern Lights would deliver a commercial that celebrated the legacy of the Duke and was built on a strong direct response foundation," said Nick DiMarco, corporate vice-president and general manager of The Bradford Exchange.