MASTERCARD SIGNS BOBBY ORR
By Adnews Staff
MasterCard International and former NHL star Bobby Orr have teamed up to promote MasterCard's sponsorship of the NHL. Orr will act as spokesperson for MasterCard's NHL programs, such as the Master Values "Ice the Win" promotion which kicked off earlier this month. Under the program, MasterCard holders across Canada will receive retail and manufacturer's coupons with their October monthly statements. If they redeem two of these coupons and fill out a contest entry form, they are eligible for a draw in which the winner can choose between a trip to the 1997 NHL All-Star Game in San Jose, California or a trip to the 1997 World Figure Skating Championships in Lausanne, Switzerland. "Ice the Win" runs until the end of this year. Radio ads promoting the contest will begin later this month in major English-speaking markets across Canada. Vectra Marketing Group Inc. of Toronto handled the advertising and the media buy. MasterCard is also promoting its relationship with the NHL, which began in January, using billboards in Toronto and Montreal and national TV ads. The billboards, which were launched this week, were created by The Communique Group of Toronto, which also performed the media buy in Toronto. Touche! Media-Marketing Inc. handled the media buy in Montreal. The TV ads, which began running this week, were created by LG2 of Montreal. The Communique Group handled the TV media buy in English Canada, while Touche! handled the Quebec TV media buy.