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Terra Footwear readies new ad campaign

Work boot company Terra Footwear of Cambridge, ON has hired Peace Point Entertainment Group of Toronto to develop a national bilingual advertising campaign for 2008. It will consist of six 15-second television commercials, along with a website at <> and a contest. The first three commercials will air on The Score and RDS. The second three will be released in the summer. At the website, visitors can submit video of themselves wearing Terra boots in work situations. The first 300 people to do so will receive a free pair of boots. Voting will then determine the winning video. The winner will receive a trip to Toronto. The initiative is aimed at men between the ages of 18 and 45. The creative features the hosts of the television show Ed's Up, which is produced by Peace Point. Terra hired Peace Point to develop this campaign based on the success of its product placement activities in the show. "This is our first entree into the creation and production of marketing campaigns" said Peace Point president Les Tomlin. "Although unusual for us, it is a natural extension of the product placement relationships we've fostered with our television series over the past five years."

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