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Bell Canada promotes cottage Internet access with sailboats

Bell Canada has begun a campaign for its WiMax high-speed Internet service aimed at cottagers in Ontario. The campaign uses the medium of five small sailboats which are travelling the lakes of cottage country. The sails of the boats display advertising creative featuring the company's beaver spokescharacter along with the copy, "High Speed Internet now at the cottage!" The campaign began during the May long weekend and will resume in July. The media plan was developed by Cossette Media in association with media supplier WestPalm Media. "After exploring outdoor opportunities along the major transportation routes leading from Toronto, we learned that the out-of-home inventory is extremely limited and much of the existing space had already been committed to long-term advertisers," says Katie Wolf, Cossette Group media manager. "We also didn't want our advertising campaign to intrude on the overall cottage experience." The campaign is being supported by radio, direct mail, out-of-home, magazine and newspaper advertising. The creative was developed by Cossette Montreal.

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