St. Clair is back

After a two-and-a-half year absence, St. Clair Paint & Paper will return to the airwaves in the spring.Glen Caspersz, St. Clair's director of advertising, says the firm, which has about 135 retail locations across Canada, adopted a newspaper-only paid media plan...

After a two-and-a-half year absence, St. Clair Paint & Paper will return to the airwaves in the spring.

Glen Caspersz, St. Clair’s director of advertising, says the firm, which has about 135 retail locations across Canada, adopted a newspaper-only paid media plan in 1990.

But Caspersz says in the coming months he will launch a tv and radio campaign in the Toronto market.

He says the radio campaign, comprising 30-second spots, will roll out on a number of stations with creative developed in-house.

The tv campaign, comprising 15-second spots, will be restricted to the ethnic marketplace with creative supplied by the broadcasters.

Primary broadcaster

Toronto-based Channel 47 Multilingual Television is the primary broadcaster.

For the past several years, consumer marketing in the paint sector has been almost entirely price-driven, and Caspersz says St. Clair’s broadcast campaign will not stray from that approach.

‘In today’s retailing situation, the price proposition seems to be where it is at,’ he says. Caspersz says the duration of the upcoming campaign will depend on how successful it is, adding he will consider expanding it into other markets if the Toronto campaign ‘does the kind of numbers we want it to do.’

According to Caspersz, St. Clair’s decision in 1990 to adopt a print-only media strategy was calculated to give the firm a high-profile positioning in a single medium.

Before the move, St. Clair was a frequent tv and radio advertiser.

As part of its decision to focus on print, it also severed its relationship with Toronto’s Saffer Advertising, which had handled St. Clair’s broadcast needs for the previous five years. PA