Fast pace for Grand Harbour

While most real estate advertisers slow their pace in summer, Grand Harbour condominiums is stepping up efforts with a 12-week traffic-building newspaper campaign because summer is prime time for viewing the complex of 465 condominium apartments and townhomes on Lake Ontario,...

While most real estate advertisers slow their pace in summer, Grand Harbour condominiums is stepping up efforts with a 12-week traffic-building newspaper campaign because summer is prime time for viewing the complex of 465 condominium apartments and townhomes on Lake Ontario, just five minutes from downtown Toronto.

A series of five full-page ads features idyllic summer scenes of Grand Harbour and its proximity to the lake and downtown.

‘Live out in the sticks’ shows the buildings through a forest of sailboat masts and body copy describes the luxury residences and amenities such as indoor pool, squash court and other recreation facilities.

‘Street smart,’ highlights the townhomes and ‘Instant lifestyle. Just add water’ says it all.

A view of the CN Tower and the Toronto skyline gets the headline, ‘Yard Sale. Buy at Grand Harbour and this could be your front yard view.’

Grand Harbour is a project of Rylar Developments, which has developed similar complexes in Montreal.

Advertising comes from LA Ads/Lawrence Ayliffe Advertising of Toronto, with credits to Connie Kennedy, art director and Lawrence Ayliffe, writer.

Hoover demonstrates

this September, Hoover Canada will be launching its first brand-building campaign in 10 years with the help of the agency it chose earlier this year – Miller Myers Bruce DallaCosta, Toronto.

The campaign uses the power of demonstration to illustrate the powerful performance of Hoover’s new line of vacuum cleaners.

Three 15-second tv spots, a full-page four-color consumer magazine ad, and a four-page trade press insert emphasize that a vacuum should do more than clean surface dirt.

The consumer ad, appearing in most home, women’s and parenting magazines, uses the visual of a baby on a carpet with the headline, ‘Unfortunately, babies aren’t the only thing this carpet’s crawling with.’

The themeline is ‘Insist on clean. Insist on Hoover.’

The trade piece explains and shows samples of the consumer campaign and opens with ‘This fall, we’re doing more than talking about the dirt that’s on television. We’re holding a demonstration.’

Creative credits go to Isobel Moutrey, art director; Ron Thomson, copywriter; and Mike Smith, creative director.

The tv commercials were directed by Steve Gordon of Damast Gordon Productions.

Jeepasaurus Rex

the jeep division of Chrysler Canada jumped on the Jurassic Park bandwagon with an advertisement especially created for a CTV Television Network promotion in Tribute Magazine.

A red Jeep in a Jurassic Park-like setting dominates the page. The headline reads ‘Jeepasaurus Rex’ with explanatory copy, ‘(Translation: Jeep YJ.)

The new species was created by cme-khbb in Toronto, with credits to Nadine Prada, art director; James Hyslop, copywriter; and Michael de Souza, creative director.

CISS-FM credits

In the July 12 issue, we neglected to mention the campaign for ciss-fm was created by Toronto agency McDonnell Haynes.