Canada’s Wonderland, just outside Toronto, has put its $3-million ad account up for review after eight years with J. Walter Thompson.
Scott McConnell, public relations manager, says the review has been called because entertainment competition in the Toronto area has increased substantially in the past few years and Wonderland wants to be sure it has the right agency for the evolving marketplace.
jwt will enter the review.
McConnell expects to have a short-list of about six shops by the first week of September, with a final decision planned for November.
2.2 million people
The 12-year-old theme park, situated on more than 300 acres just north of Toronto, draws about 2.2 million people annually from May through to Thanksgiving.
Meanwhile, Toronto’s waterfront tourist attraction, Ontario Place, is also searching for a new shop.
The annual budget is $1 million and the term of the assignment is for one year.
Toronto’s Base Brown & Partners has handled the business for two three-year terms, with media placement by Media Buying Services.
Dorothy Fletcher, senior manager of marketing for Ontario Place, says the budget figure has been downsized from about $1.8 million because the waterfront park will not need to spend as much money to publicize its outdoor concerts next season, thanks to a joint-venture with MCA Concerts.
A short-list of five agencies is slated to be announced Sept. 27, and mid-November is the target date for the final decision. PS
