YTV LAUNCHES PLAYFUL NEW CAMPAIGN
By Adnews Staff
Toronto-based youth network YTV has launched a new trade campaign to promote the channel as the number one medium for advertising to children. The campaign, which runs until mid-December, is being delivered through custom labeled toys such as yo-yos and skateboards distributed to media agencies and clients as well as through the use of full color print ads running in trade magazines. The message "Until you can buy space here, you can't beat YTV" was placed on 5,000 yo-yos distributed in poly-bagged booklets. A second drop included the delivery of a limited number of skateboards carrying the same message. A booklet is being attached to each toy to reinforce the message that YTV has the number one share of viewing among kids. Paul Robertson, president of YTV Canada, cited the latest Nielsen numbers which report YTV has a children's audience 75 per cent larger than it nearest competitor, to reinforce YTV's claim The campaign will conclude with a third and final toy distribution in December. YTV turned to Zig to create the campaign marking the first time the network has worked on a project with the Toronto-based consultancy.