ROGERS UNLEASHES FIRST MAJOR TV CAMPAIGN
By Adnews Staff
Rogers Cablesystems Ltd. of Toronto launched a major television and radio campaign in the Ontario market this week. Although Rogers has run TV advertising before, Jan Innes, Rogers Communications Inc.'s communications vice-president, told Adnews this is the first major TV buy for the Toronto-based company. The campaign comes in the wake of Canadian direct-to-home satellite services finally going to air, giving TV viewers in Rogers' markets alternatives to cable. "We know consumers are soon going to have a choice and we wanted to communicate what kind of services we'll be offering," Innes said. Featuring popular TV images from the past and present, Rogers TV ads promote its Wave and digital services. Wave is Rogers' high-speed Internet connection service. The digital service is scheduled to launch later this year. Throughout the ads, the message "You're not going to miss all this, are you?", is repeated several times. Garneau, Wurstlin, Philp Brand Engineering of Toronto handled the Rogers campaign. In addition to the branding campaign, Rogers is running print ads explaining the reasons for a March 1 hike in the company's prices. Those ads were handled by Enterprise Advertising Associates Ltd. of Toronto.