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Toronto Santa Claus Parade conducts campaign

The Toronto Santa Claus Parade has hired Dashboard, Harbinger and Spider Marketing to conduct a promotional campaign for its 106th annual event. The initiative includes a redesigned website at <> which invites to share memories of the parade, as well as a Twitter feed and a smartphone application that will track the location of Santa Claus during the event. Ten transit shelters ads are also in use, highlighting the date of the parade and its route. A media relations campaign is also underway. The parade will take place on Nov. 21. "The agencies working on this year's parade have demonstrated creativity and dedication by adding modern technology and building buzz through media relations for the largest parade in Canada," said Laurie Laykish, board director for the event. "The parade is a charity organization which is made a reality by our sponsors, celebrity clowns, volunteers and media and agency partners."

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