EXPRESSVU TARGETS SPORTS FANS
By Adnews Staff
Bell ExpressVu of Mississauga, Ont. is targeting hockey fans with its latest campaign. The direct-to-home satellite TV company launched a campaign this week using magazine and newspaper ads, backlit posters, washroom ads and postcards. There are three executions in the campaign. One is an X-ray of a human skull with a puck imbedded in the brain. Another is an ultrasound of a fetus holding a hockey stick and the third features a magnification of sperm jockeying for position wearing hockey helmets. The backlit posters, washroom ads and postcards will be in sports bars across Canada. The print ads will appear in Hockey News, the NHL Yearbook, the Ottawa Senators program guide, as well as two insertions in TV Guide and the Toronto Star Broadcast Week. The ads will also appear in the Toronto Sun beginning in December. The campaign was created by Vickers & Benson Advertising of Toronto. ExpressVu says that according to research in Canada and the U.S., sports plays an important role to satellite TV viewers. ExpressVu airs over 250 games on 12 different stations.