BLOCKBUSTER GEARS UP FOR HOLIDAY SEASON
By Adnews Staff
Toronto-based Blockbuster Canada is keeping itself busy over the holiday season. The video rental retailer recently began promoting its Blockbuster Giftcard the perfect gift for Christmas. The campaign using TV, radio and print ads, as well as point-of-sale and direct mail. In addition, the company is supporting the Giftcard in its in-store magazine. The TV ads were created by Blockbuster's U.S. agency. The remainder of the campaign was created in-house. Bensimon Byrne DMB&B of Toronto handled the media buy. The Giftcard was originally launched in October. It is available in values of $5, $10, $20, $25 and $50 and works like a debit card. The stored value card can be used in over 300 Blockbuster outlets across Canada. It can be used toward the cost of any product sold or rented at Blockbuster, with the transaction value being deducted from the card.
Separately, Blockbuster has become the national sponsor of the Children's Miracle Network to help raise funds for the organization. Under its first initiative, which began this week, Blockbuster is selling pewter bear pins. All the profits from the bears will be donated to CMN. The bears are being promoted using in-store materials and free-standing-inserts in newspapers. The campaign was created in-house. CMN was established in 1983 as a national television special to raise money for children's hospitals.