Vancouver Province breaks sports section campaign
By Adnews Staff
The Vancouver Province has begun a new campaign promoting the sports section of the daily newspaper. The radio and print campaign, developed by Pearly & White of Vancouver, is aimed primarily at men. In one radio commercial, an announcer chides modern men for being too sensitive and claims that "The Province Sports will have you back suppressing your feelings just like your old man." One print ad depicts a hockey fan holding a bouquet of flowers with a card reading, "To Tina. Pick up your performance or there could be a trade soon. Love Doug." The campaign also includes point-of-sale and direct mail materials. "The spots are very tongue-in-cheek but are all based on very real insights into the changing behaviour of men," said Dan Nelken, the agency's co-creative director.