PULP AND PAPER GROUP PROMOTS RECYCLING
By Adnews Staff
The Canadian Pulp and Paper Association of Montreal has launched new print advertisements in daily newspapers and magazines supporting its current television spot that hit the airwaves two weeks ago. The print ads ran in the Globe and Mail and National Post on Wednesday with the headline "We're pleased to announce the merger of the Globe and Mail and National Post". The full-page ads, designed to target those Canadians interested in recycling, encourage them to continue to recycle and highlight the benefits of recycling, were created by Axmith McIntyre Wicht of Toronto. Brian Howlett, partner at Axmith, explained similar ads would be running in Time and Maclean's, announcing the merger of the two magazines. The advertising was also picked up by the Canadian Newspaper Association which ran it in Quebec markets announcing the merger of English and French newspapers. The print advertising supports a television spot, also from Axmith, showing a Quebec truck driver taking newsprint to Boston and returning with Boston papers for recycling. Howlett said all the print publications involved were notified beforehand about the ads and all of them surprisingly approved the advertising.