LCBO TAKES MESSAGE OUTSIDE
By Adnews Staff
The Liquor Control Board of Ontario is taking its message that "Drinking and Driving is no Accident" to the great outdoors as it launches its first-ever outdoor advertising campaign. More than 200 English and French billboards in 40 communities across Ontario will be used to support the campaign. The LCBO is working in partnership with MADD Mothers Against Drunk Driving Canada. The campaign will feature full-color images of crashed cars, sport utility vehicles, boats and snowmobiles. Three-dimensional billboards featuring extensions similar to real highway signs and actual crashed cars will be mount on billboards in Toronto, London, Ottawa, Kingston, Hamilton, Sarnia, Sudbury, St. Catherines/Niagara and Barrie/Orillia beginning in June. The campaign runs until January, 2000. The LCBO is also relaunching its 90-second cinema commercial with the message "How far will you let drinking take you?". Running from May 28 to July 28, this commercial will be seen on 547 Famous Players and Cineplex Odeon theatre screens. The commercial will also be seen again from November 26 to December 31 on 285 screens to emphasize the responsibilities of drinking and driving over the holiday season. Full-colour ads will also be appearing in the LCBO's free, in-store consumer magazine Food & Drink. Advertising for the LCBO is done by