KODAK CANADA FLYING HIGH FOR ANNIVERSARY CELEBRATION
By Adnews Staff
Kodak Canada Inc. of Toronto is celebrating its 100th anniversary with a centennial event and the re-launch of it Kolorkin characters. Kodak will drop 100 mini bean bag Kolorkins each equipped with parachutes, from a helicopter, hovering over Kodak Canada's Toronto plant. The four inch tall mini Kolorkins are descendants of the 10 inch tall Kodak Kolorkins of the 1980's. The Kolorkins are used by Kodak worldwide to act as mascots and premium items for the promotion of Kodak products. Once dropped, the mini Kolorkins will attempt to land within the zeros of a giant "100" painted on the surface of the parking lot. The launch of the Kolorkin campaign, which runs from May 1 to Dec. 31 across Canada, is being supported with magazine and newspaper advertising as well as point-of-sale promotion. A fifth Kolorkin "Check" is available through Kodak Image Check dealers. "Check" is being supported with radio ads, direct mail and point-of-sale promotion. Kolorkins are available through redeeming points available on Kodak proof of purchase UPC's. Toronto Mayor Mel Lastman will be in attendance for the Kolorkin drop and judge how many actually land within the zeros. For every successful mini Kolorkin landing within the zeros, $100 will be donated to the Horizons for Youth organization, a local shelter for homeless and troubled youth. The mayor will also declare May 6th as Kodak Centennial Day. Advertising for Kodak Canada is done by Ogilvy & Mather. Kodak in-house PR is being supported with Hunter LaVigne Communications of Aurora, Ontario. Promotional work on the Kolorkin campaign was also done by Trillium Marketing Management.