DISNEY TO EXPAND WONDERFUL WORLD OF VIDEOS
By Adnews Staff
Over the next two months, Toronto-based Buena Vista Home Entertainment Canada will be busy promoting a trio of new Disney releases. In February, the company will launch Bambi, followed by The Hunchback of Notre Dame and Honey We Shrunk Ourselves in March. A national campaign for Bambi will appear in late January using print and TV, while ads for Honey We Shrunk Ourselves will appear on TV only in March. Buena Vista's saving its biggest promotional push for The Hunchback. Murad billboards will go up in Toronto and Montreal in early February, followed by transit shelter ads, TV spots and print. Kellogg Inc. and Nestle Inc. will also promote The Hunchback in TV and radio spots for their products. In addition, Disney is starting up a video rewards program beginning with the launch of Bambi. Called the Disney Video Rewards Program, it offers Disney lovers a free Disney video with the purchase of eight selected Disney releases, or two free videos with the purchase of 12. The offer will be promoted through point-of-purchase materials. All of Disney's ads are created in-house. Toronto-based Western International Media will execute the buys. U.S.-based Buena Vista Home Video Inc. is a subsidiary of U.S.-based The Walt Disney Company and is responsible for marketing, sales and distribution of all Disney, Touchstone, Hollywood Pictures, Jim Henson, DIC Toon-Time and Buena Vista video cassettes.