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Michelin breaks new campaign in Quebec

Tire company Michelin will break a new French-language campaign today promoting its line of winter tires. The initiative will run in Quebec, with a focus on the Montreal area, until Oct. 28. It will consist of television, radio, online and out-of-home advertising, all running simultaneously four times per day. The company expects that by using this technique, it will reach 85% of French-speaking Quebec residents between the ages of 25 and 54, and approximately 90% in the Montreal area. Executions will run on all Astral media properties in the province. The campaign was arranged by Mediacom.

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