ONTARIO HYDRO PREPARES FOR COMPETITION
By Adnews Staff
Ontario Hydro has begun preparing for competition in the power industry by launching a multi-media advertising campaign. Print ads targeted at a business audience began appearing across Ontario last Thursday. During the summer, the campaign is scheduled to spread from print into TV and outdoor. Hydro spokesperson Rod Thornton told Adnews the goal of the campaign is to show that Ontario Hydro is ready for competition in the power industry. Although the company currently has a monopoly, Thornton says Hydro expects the Ontario government to open the power industry to competitors shortly. Superimposed over a stylized image of a plug about to connect with a socket, the print ads include a brief synopsis of Ontario Hydro's history and assert the monopoly believes in competition. Slated to run at least until the end of this year, the campaign was handled by The Ongoing Partnership Inc. of Toronto. Media Buying Services, also of Toronto, executed the buy.