TORONTO'S EZ ROCK LAUNCHES LATEST CAMPAIGN
By Adnews Staff
Toronto soft rock station EZ Rock 97.3 launched its newest advertising campaign on Aug. 22 at the Canadian National Exhibition. The latest ads have a somewhat harder edge than previous campaigns, while still attempting to deliver the message that they are the city's soft rock alternative. With the slogan "Escape to EZ Rock 97.3" emblazoned on them, the two ads depict scenes of breaking away from a dreary setting to something more utopian. One spot shows a hole in a wall, in the very rough shape of a heart, leading to an idyllic setting on the other side, while the second offering shows a gigantic chain hanging from a wall with its final link, in the form of a heart, broken. The campaign is being previewed at the Exhibition, where a three-dimensional display has been set up which shows how the photo shoot was developed. The ads will run for another seven weeks and will be seen on the sides of buses, on outdoor boards and in magazines. The spots were created by Vickers and Benson Advertising Ltd. of Toronto, while media buying was carried out by Toronto's Genesis Media Inc.