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G Adventures begins Awards Race promotion

Toronto-based travel company G Adventures has begun a cinema campaign with Cineplex Entertainment. This is the first time the company has made use of cinema advertising. The initiative, called "Awards Race," features a contest for a trip for two to Peru, Thailand, Kenya or the Galapagos. The contest is being promoted with a three-minute pre-show segment in theatres nationally, as well as print advertising in the Cineplex Magazine annual awards issue. A 15-second commercial will also run in theatres in major markets. Another component will allow consumers in Toronto and Vancouver to win a $500 G Adventures voucher through Cineplex's TimePlay trivia game. All of these elements will direct consumers to a website at <http://cineplex.com/awardsrace>, where they can enter the contest. The promotion will run through February.

"This national program is part of a wider initiative designed to connect with larger audiences through partnerships," said Alon Marcovici, vice-president of global marketing at G Adventures. "We've been consistently enjoying 25 to 30 percent growth each month in Canada and really wanted to further amplify our efforts to ultimately reach new demographics beyond our own audience. Films have a way of transporting us to another place and time. The partnership is a great fit, as movie-going and travel are both about escapism."

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