The Weather Network, Universal Studios begin Let It Grow campaign
The Weather Network and Universal Studios have begun an advertising campaign called "Let It Grow." The campaign is intended to attract viewers to the specialty channel and to the upcoming film "The Lorax." The campaign, developed by Henderson Bas Kohn, features a Lorax-themed website at which visitors can plant a virtual tree and enter a draw for a trip to attend a movie premiere in Los Angeles. The two companies will also make a $25,000 donation to the Nature Conservancy of Canada. "Raising engagement levels of The Weather Network's digital properties is achieved by an interactive website engineered with robust social sharing and a strategic partnership with Universal Studios that creates the cultural connection of entertainment required in digital advertising," said Dawna Henderson, president and CEO at Henderson Bas Kohn. "Supporting the Conservancy of Canada is a strategic success for all involved."