Irving Tissue readies game show finale to Golden Kittens Search
By Adnews Staff
Irving Tissue will conclude its "Golden Kittens Search" promotion for its Royale brand of paper products with a 90-second commercial on July 3. The commercial will air during the evening broadcast of Entertainment Tonight Canada on Global Television. It will take the form of a game show featuring television personality Rick Campanelli as the host. Five finalists in the contest will compete in a series of skill-testing questions. The winner will receive a grand prize of $50,000. The four runners-up will receive prizes of $25,000, $15,000, $5,000 and $5,000 respectively. The contest began in January with 15-second commercials and sponsored segments of Entertainment Tonight encouraging consumers to enter by purchasing specially-marked packages of Royale products. Entries closed in May. The game show will be recorded on June 22. "Our Shaw Media sales team has earned a reputation for developing original and innovative campaigns that deliver results for our clients," said Errol Da-Ré, senior vice-president of sales at Shaw Media. "The Golden Kitten Search is the biggest contest ever executed by Royale, and they asked us to provide a dramatic conclusion. When we presented our mini-game show idea, Royale enthusiastically agreed it was the exclamation mark they wanted."