Bowl wins with Remax

The superbowl, that all-American celebration of flash, cash and bash, continues to be a magnet for Canadian advertisers with ReMax Realty using the game to break its spring tv campaign.Peter MacGillivray, executive vice-president at Toronto-based ReMax Promotions, says the company uses...

The superbowl, that all-American celebration of flash, cash and bash, continues to be a magnet for Canadian advertisers with ReMax Realty using the game to break its spring tv campaign.

Peter MacGillivray, executive vice-president at Toronto-based ReMax Promotions, says the company uses sports vehicles extensively but this is the first time it has advertised during the Superbowl.

MacGillivray said in an interview from Vancouver ReMax has a new 60-second and a new 30-second spot lined up for the Jan. 30 Superbowl broadcast from Atlanta.

He says the commercials are the start of a $1.5 million to $2 million tv spend by ReMax.

He says the spots come from Kuleba and Shyllitt in Toronto.

According to MacGillivray, the creative is called The Obstacle Course and is intended to show how far ReMax sales agents will go for their clients.

Ken Johnson, vice-president at Canvideo in Toronto, says sales for Superbowl XXVIII are ‘very strong,’ although in early January there were some ‘mostly’ 30-second spots available.

Canvideo is the rep house for Global TV, which will carry the Superbowl in Ontario.

David Hamilton, a spokesman for the Toronto-based broadcaster, says Canwest Global stations will carry the game in much of the rest of the country.

Johnson says a 30-second spot during the Superbowl costs $29,000.

He says the cost-per-thousand of advertising during this year’s Superbowl is virtually unchanged from last year.

Johnson declined to say who has signed to advertise during the Superbowl, but says this year’s categories are similar to previous years, mentioning cars and soft drinks as examples.

Industry sources say the big three Canadian advertisers this year are General Motors of Canada, Chrysler Canada and Labatt Breweries of Canada.

Other advertisers include Pepsi-Cola Canada, Reebok, American Express, British Airways, London Life, IBM Canada, Gillette and ReMax Realty.

Johnson says Global has three advertising packages available also.

The most expensive, Package 1, costs $50,000, with one 30-second spot during Superbowl XXVIII and one 30-spot during all playoff games.

Package 2 costs $37,000, with one 30-spot during the Superbowl and one spot in each of the pre- and post-game shows.

Package 3, at $25,000, buys one 30-second spot during all playoff games.

Thirty-second spots for divisional playoff games Jan. 15 and 16 and the conference championship tilt Jan. 23 cost $4,000 each.

Hamilton says u.tv will have the game in b.c.; citv in Edmonton, cict in Calgary and chat in Medicine Hat will be the Alberta broadcasters; stv will carry it in Saskatoon and Regina; cknd will broadcast it in Manitoba; and mitv will carry it in Atlantic Canada.

Hamilton adds Quebec cable network Reseau des sports will carry the game in French but there has not yet been a sale to English Montreal.