RDS campaign

Quebec's French-language sports specialty channel, Les Reseau des Sports, has launched a three-month billboard campaign in support of its sports news program, Sport 30.The campaign, which comprises 32 billboards in Montreal and 16 in Quebec City, marks the first time rds...

Quebec’s French-language sports specialty channel, Les Reseau des Sports, has launched a three-month billboard campaign in support of its sports news program, Sport 30.

The campaign, which comprises 32 billboards in Montreal and 16 in Quebec City, marks the first time rds has used billboard advertising as part of its marketing mix.

Established in 1989, Montreal-based rds is wholly owned by The Sports Network of Toronto.

Claude Laberge, rds vice-president of marketing, says research indicates the campaign, which began Feb. 11 and is running exclusively on Mediacom billboards, will reach three million Quebecers.

Laberge estimates one million Quebecers will see the billboards each day of the campaign.

Creative depicts sports such as hockey, baseball and tennis.

Agency is Cormier Communication Publicite of Montreal. PA