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TSN begins World Juniors campaign

Toronto-based sports channel TSN has begun an advertising campaign to promote its coverage of the International Ice Hockey Federation's World Junior Championship. The initiative includes a two-week national print, radio and online campaign, along with out-of-home advertising in Toronto and other promotional activities. In addition, four 30-second commercials are airing on CTV-owned channels. The ads feature well-known National Hockey League players remembering their days in the World Juniors. The commercials were developed in-house by the CTV Creative Agency. The outdoor component consists of two billboards in downtown Toronto. One, located at the Yonge-Dundas Square, measures 101 feet by 82 feet. The board displays a 60-foot hockey puck and the copy, "TSN - Hockey Lives Here." The other execution is a 16 foot by 20 foot video board at Yonge and Bloor streets that will display live coverage of the games. Transit shelter advertising will also be used in Toronto and Vancouver. On Jan. 4, promotional workers in hockey jerseys will be present at Union Station in Toronto to encourage passers-by to watch the semifinal games that day. This activity will be conducted by the TSN marketing staff. The channel will carry 11 games during the tournament, which will run from Dec. 26 to Jan. 5. TSN is a division of CTVglobemedia.

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