Subway conducts multi-screen campaign with Citytv
By Adnews Staff
Toronto-based sandwich chain Subway Restaurants has begun a new advertising initiative with Citytv. During the season premiere last night of the series New Girl, Subway ran commercials on all live-stream broadcasts of the show, including Citytv's web-based video player, its mobile and tablet applications and the Rogers On Demand service. According to the company, Subway is one of the first advertisers to make use of this multi-screen advertising format. "At Subway we are always seeking new opportunities to get in front of our audiences in innovative and creative ways," said Kathleen Bell, director of marketing at Subway Restaurants in Canada. "It's more than just television these days. Canadians are watching their favourite programs on the go, as well as at home. We're leveraging the opportunity with New Girl to connect and engage with viewers wherever they are." The campaign was negotiated by Carat of Toronto. Public relations are being conducted by Veritas Communications of Toronto.