Bulldog listening to Windjammer’s needs

Last month, Bulldog Communications of Toronto launched an international integrated marketing campaign promoting luxury villa vacation rental and sales for Windjammer Landing Villa Beach Resort in St. Lucia, West Indies. Bulldog picked up the account this past summer after a head-to-head...

Last month, Bulldog Communications of Toronto launched an international integrated marketing campaign promoting luxury villa vacation rental and sales for Windjammer Landing Villa Beach Resort in St. Lucia, West Indies.

Bulldog picked up the account this past summer after a head-to-head battle with agencies from New York and London.

Previous ad material for the three-year-old resort had a standard travel brochure look.

Bulldog’s challenge was to create an image consistent with the upscale nature of Windjammer.

For the travel trade, a series of four ads promoting vacation packages will appear in Canada, the u.s. and the u.k., along with a direct mail effort with the theme, ‘We’re Listening To The Trade.’

A full-color brochure in English and German is being used by travel agents as well to respond to inquiries generated by the ads.

The consumer side of the program includes magazine ads in Caribbean Travel and Life, Islands Magazine, Travel and Leisure, Bon Appetit, Wedding Bells, Brides, and European consumer magazines.

There are four direct mail campaigns, each with a different target: past customers, honeymooners, and lovers of tennis and scuba diving.

The Windjammer is owned by Ellis Don of London, Ont., best known for the construction of Toronto’s SkyDome.

Cereal name stirs protest

The latest TV commercial for Post Honey Bunches of Oats cereal was created to clear up misconceptions about what actually is inside the box.

Peter Weis, Grey Canada creative director, says the name conjures up an odd impression of the cereal, which is really little bunches of oats as well as flakes.

‘Protest,’ the humorous 30-second spot launched at the beginning of the month, should satisfy rumblings from Canada’s flake-lovers community.

There is an English and French execution.

The story starts with flake lovers protesting outside the Honey Bunches of Oats office to demand that the word ‘flakes’ be used in the cereal’s name.

It ends with the tagline, ‘We apologize for the name, but not for the taste.’

Toronto-based Grey Canada created the spot for client Kraft General Foods.

Credits go to The Partners’ Film Company, Toronto; director, Henry Holtzman from New York; creative director, Peter Weis; writer, Jery Rowan; and art director, John Halley.

Award-winning Kodak campaign

young & Rubicam/Toronto has been awarded the Grand Cru Award by Kodak Canada for a recent print campaign directed to the professional photography market.

The award is an incentive for all Kodak agencies worldwide that recognizes excellence in creative.

The print series features ads on a plain yellow background with copy such as, ‘When you tell people at parties what you do for a living, do they look at you funny?…or just drool!’

Creative credits go to y&r Creative Director Rick Davis; art director Doug Robinson; and copywriter Steve Conover.

Provocative print for CFA

The canadian Franchise Association has unveiled a new look and a hard-hitting message in its latest national print campaign.

The series of black-and-white ads feature the association’s new logo and tagline, ‘Before you invest, investigate.’

The imagery and headlines, such as ‘Not all bandits carry six shooters,’ and, ‘Is this any way to start a business?’ are designed to alert potential franchisees to the perils of not doing their homework before signing on the dotted line.

Toronto’s LA Ads/Lawrence Ayliffe Advertising created the work and also developed a new strategy for covering the cost of the national media buy.

Ad placements are sponsored and paid for by individual cfa members who, in turn, get their logo at the bottom of the ad.

Smithwick’s offers taste of Ireland

The new campaign for Smithwick’s Irish-brewed ale has a look that is quiet, clean and green.

A frothy glass of Smithwick’s is set upon the background of a quiet, lush, green Irish hillside with the line, ‘Are you going for a pint?’

The Case for Advertising in Toronto has used transit shelters, mall posters and four-color newspapers ads to support p-o-s material, licensee promotions and licensee distribution drive.

Smithwick’s is brewed in Ireland and imported by the Guinness Import Company (Canada).

It is available on draught throughout Canada and now in bottles at liquor stores in Ontario.

Creative credits go to Case Creative Director Norm Lehman; Karen McGlaughlin, art director; and Susan Blowers, writer.

The Year of the Rooster

The canadian Imperial Bank of Commerce hired Can-Asian Advertising of Toronto to create a Chinese calendar for its Chinese customers.

The long, hanging wall calendar is a print of a masterpiece painting by Pu-Yu, the brother of China’s last emperor.

The picture features a rooster and two chicks to mark 1993 as the Year of the Rooster.

Last year, Can-Asian produced a calendar for cibc for The Year of the Monkey using a contemporary Chinese papercut design.

Agency President Patrick Fong says Chinese culture can be used as a selling vehicle because Chinese-Canadians, especially recent immigrants, feel good about companies which show respect for their culture through their advertising messages.