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Specsavers breaks first Canadian campaign

UK-based eyeglasses retailer Specsavers has begun a marketing campaign to promote the company's expansion into Canada. Called "That's Specsavers Love," the campaign is intended to increase brand awareness and communicate how the company is "changing lives through better sight." The $10 million campaign will run through 2022. The first wave will take place until April 30 in British Columbia, consisting of 15-, 30- and 45-second videos on social media sites and television, as well as a 30-second radio commercial, print and out-of-home ads. Additional elements will include in-store materials, digital banners, social media content and public relations.

The company has also formed an agreement with the Vancouver Canucks that includes television commercials on Sportsnet Pacific, a billboard animation and other elements. Specsavers Canada's agencies include Media Experts, which manages media work, and FleishmanHillard HighRoad, which provides public relations, social media and event support. The ad campaign was developed in-house.

"We are thrilled to show Canadians what Specsavers is all about," said Catherine Walsh, director of marketing at Specsavers Canada. "The campaign perfectly reflects why Specsavers has become a household name and a market leader in the 10 other countries we operate in. Another example of the standout Specsavers marketing the brand is appreciated for in many countries, this campaign reflects our promise of inclusive, expert eyecare and stylish value-driven eyewear, all with a human touch and prioritizing communities around each individual Specsavers location."

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