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Sympatico conducts national street promotion initiative

Internet service Sympatico began a street promotion in Quebec City this week in support of its automotive website at <>. The effort consisted of a blue car branded with the Sympatico logo moving through the streets of the city on the back of a tow truck with its hood open and white smoke flowing out. Yesterday the truck and car were in Montreal, while next week they will move to Ottawa and Toronto. The promotion is the first of a series of activities that are intended to raise awareness of the range of information available from Sympatico. The campaign, developed by Rethink, will last 16 weeks and will also support the websites, and "Our strategy is to develop a wide variety of stunts and stage them in unusual places, where they speak to the broader public as well as targeted individuals," said Ian Grais, creative director at Rethink. "Consumers are not always easy to reach, and we must always show abundant creativity in our approach. Union Station in Toronto, Central Station in Montreal, along the sides of busy highways, etcetera. We're sure that people won't be able to miss us. Our various brands play a central role in this campaign, and it's their content that we're emphasizing."

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