LEVI'S WRAPS UP MONTREAL'S METRO
By Adnews Staff
Levi Strauss & Co. (Canada) Inc. launched its new silverTab collection into the Montreal marketplace July 29 by unveiling its "Brand Train" on the city's public transit system. The centerpiece of the launch was a nine-car Metro train that was completely wrapped in a thin silver vinyl coating and emblazoned with silverTab logos. All vertical posters inside the train were allocated to promoting the jeans, as were all platform posters in Peel station. The jeans became available in stores earlier this month. The Brand Train is part of Levi's Fall '96 campaign that will focus on the Montreal, Toronto and Vancouver markets. The concept was developed in alliance with Optimedia Canada, a Toronto-based media management company.
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