MONTREAL TRANSIT GETS WRAPPED UP IN MILK
By Adnews Staff
La Fédération des producteurs de lait du Québec launched a Montreal transit campaign this week to remind people that milk is a part of their everyday lives. The main element of the campaign is a subway train wrapped in white with a small cow character at train doors shown in everyday situations. The campaign also uses subway posters, bus posters and bus murals, as well as sampling and a contest. Everyday between 6 a.m. and 9 a.m., a cow will ride the wrapped train and identify three passengers wearing something reminiscent of milk. Those identified will win an instant prize and become eligible for the grand prize drawing: a trip for two to Alaska. The campaign was created by PNMD/Publitel of Montreal. Metromedia Plus of Montreal did the media buy.