ROOTS.CALM OPENS FOR BUSINESS
By Adnews Staff
Toronto-based retailer Roots Canada is supporting the opening of its new online store at <http://www.roots.com> with an extensive advertising campaign. Roots Canada teamed up with IBM Canada Ltd. of Markham, Ontario in designing a digital extension of the Root brand for the site, which launched Wednesday. A national ad campaign promoting the new Roots store will include billboards, a post card drop at music and sports venues, a wild postings campaign in Toronto, Vancouver, Ottawa and Montreal, Famous Players onscreen advertising beginning December 1, the adaptation of a television spot featuring singer Deborah Cox for the new Roots.com store and a radio campaign running in Toronto and Vancouver. The retailer included the term "roots.calm" as a catch phrase in its advertising for the new Web site in an effort to explain the feeling shoppers can expect to experience in the new store. The site features more than 200 different styles of athletic wear, leather goods, casual clothing and accessories for men, women, youth, kids and babies. The site will also feature visuals from Roots archive of celebrity and advertising images. Roots operates more than 125 stores across Canada, 10 in the United States and 25 in Asia. Advertising for Roots Canada is done in-house. PR for IBM Canada is done by Shandwick Canada of Toronto.