MERTENS DRIVING ALL-WHEEL DRIVE
By Adnews Staff
Mertens Marketing Communications Inc. of Toronto will be in the drivers seat after winning the Subaru Canada account last month. Subaru Canada and the Ontario Dealer Association recently invited five unnamed agencies to participate in an agency search. The result of the search was Mertens being appointed as Subaru's new advertising agency. The first campaign, which was launched two weeks ago, focused on the handling and performance of Subaru All-Wheel drive cars. Print ads running in daily newspapers and magazines across Ontario as well as radio spots on 680 News, CFRB and CHWO are being used. The promotional component of the campaign is a "Take-a-test drive" contest with the winner receiving a trip for two to Sydney, Australia. Subaru has a full line of All-Wheel drive cars and Sports Utility Vehicles. Plans to extended the campaign to include television commercials are also being considered.