ACLC RIDES HIGH WITH CANADA'S WONDERLAND
By Adnews Staff
Paramount Canada's Wonderland of Vaughan, Ont. gave its $3.5 million account to Ambrose Carr Linton Carroll of Toronto earlier this month. The agency won the business, in a competition with five other undisclosed agencies, because of its "retail experience, strategic insight and excellent chemistry," an agency release says. Canada's Wonderland marketing and sales vice-president Scott McConnell told Adnews this week that the agency got the business because it "was head and shoulders above the rest." The five-year incumbent on the business is Bensimon Byrne/DMB&B of Toronto. McConnell wouldn't comment on why he decided to put the account up for review. McConnell said not much will change in the amusement park's advertising mix. It will continue to use a lot of TV and radio, as well as print ads and collateral materials. The first campaign will be launched in mid-April. It will focus on season passes. Media buying for Canada's Wonderland will be done by Harrison, Young, Pesonen & Newell of Toronto.