ESSO PUMPS LITERACY
By Adnews Staff
Imperial Oil is supporting literacy in its latest promotion with Jr. Jays Magazine. The company will introduce a 20-page comic magazine next week at participating Esso gas stations. The promotion will run for six weeks, with a new issue being available each week. The start of the magazine gives a general story outline about the invasion of earth by a race of aliens and introduces the characters. Then there are 18 pages of drawings by which the readers decide what the characters say and how each episode ends. After collecting all six free books, the readers can decide how the whole story ends. By sending a story conclusion of 200 words or less, each entrant will have a chance to get their story published in a future issue of Jr. Jays. The winner will also win a trip to Cape Canaveral in March 1998 to watch the launch of Canadian astronaut Dave Williams. The promotion is being supported with radio and newspaper ads, as well as with direct mail and point of purchase materials. The campaign was created by Goodgoll Curtis of Toronto.