CHAPTERS ONLINE MAKING A LIST AND CHECKING IT TWICE
By Adnews Staff
Chapters Online Inc. of Toronto is not expecting long line ups and busy stores while Christmas shopping this holiday season. The e-commerce company is launching a new national advertising campaign to support its Web site Chapters.ca and promote the benefits of shopping online for the holiday season. Using the tagline "just you and a few million gift ideas", the campaign emphasizes convenience and selection when shopping online. To highlight both these benefits, the print campaign includes four different, brightly colored backdrops each featuring a word often associated with traditional holiday shopping such as "congestion" or "headache". Bright red editing marks transform each word into a new word associated with shopping online. "Congestion" turns into "selection" and "headache" turns into "head start". In addition to the print creative, the campaign includes new holiday creative for the Chapters.ca radio commercials. The new creative continues the theme of sound-byte association with the spots comparing the sound of Chapters.ca customers enjoying their shopping experience to the sound of shoppers who didn't get their gifts at Chapters.ca. Also included in the holiday campaign is a new red logo featuring an open door. The campaign, including the new logo, was done by BBDO Canada of Toronto. The campaign launches today and runs throughout the holiday season in newspapers and select magazines, on transit shelters, select public transportation, wall murals and radio stations. PR for Chapters Online is handled by High Road Communications of Toronto. This new holiday campaign is running simultaneously with a new Canada Post advertising campaign for Chapters.ca which features the tagline "Buy it online. Get it on time". Advertisements are running on Canada Post trucks throughout Novembers in the Greater Toronto Area with a upcoming national newspaper campaign also planned.