AUTO SHOW TARGETS CHINESE COMMUNITY
By Adnews Staff
The Canadian International AutoShow is targeting the Chinese community for the first time as part of its promotions for its 1998 show being held in Toronto from Feb. 13 to 22. Under the plan, the show will promote a contest where winners will have a chance to win a prize package, and also have a chance to win prizes in an earlybird draw being held on the first weekend of the show. The draw will be promoted in Chinese media using Sing Tao Daily newspaper and Fairchild TV stations. The ads will be created by Justin Poy Media of Toronto. The show is targeting the Chinese community because it wants to let Chinese consumers know that certain manufacturers cater to them and want to reinforce their commitment to the community, agency president and creative director Justin Poy told Adnews last week. Sponsorship packages for the contest are still available. Everyone attending the show can enter the contest, but it is only being promoted in the Chinese media.