HALLMARK THE MILLENNIUM WITH HALLMARK CANADA
By Adnews Staff
Hallmark Canada of Willowdale, Ontario is celebrating the millennium with "Hallmark the Millennium", its largest celebration in company history. "Hallmark the Millennium", which launches November 1, is actually the overall theme for five different promotions the greeting card manufacturer will be launching. "Postmark 2000" is an initiative Hallmark is launching in partnership with Canada Post Corporation, which allows Canadians to have a Hallmark card postmarked with the January 1, 2000 date. The "Write to the Future" program allows Canadians to send their thoughts to 2010. Canadians write their thoughts in a Hallmark card and place it in a special "Write to the Future" envelope. Hallmark will hold on to the envelope and mail it on their behalf in ten years. The "Hallmark the Millennium Watch, Match and Win" contest is run in conjunction with Hallmark Hall of Fame's "A Season of Miracles" presentation on CTV in December. Canadians who watch the presentation have the opportunity to match the number found on the back of every Hallmark Millennium card with the number on the screen to win one of five $20,000 holiday bonuses. The "Hallmark the Millennium" celebration, exclusive to Canada, will be supported with a fully integrated marketing promotional campaign. Three different television spots for the "Write to the Future", "Postmark 2000" and "Watch, Match and Win" initiatives will be used in addition to radio advertising and public relations support. Advertising for the "Hallmark the Millennium" celebration was done by Capital C of Toronto. PR for Hallmark Canada is handled by Strategic Objectives of Toronto.