CNE, Royal joint promotion

Visitors to this year's Canadian National Exhibition in Toronto received added value thanks to a joint promotion between Royal Bank and the cne.A coupon booklet bought at Royal Bank locations, Loblaws stores or at the 'Ex' offered $400 worth of fun...

Visitors to this year’s Canadian National Exhibition in Toronto received added value thanks to a joint promotion between Royal Bank and the cne.

A coupon booklet bought at Royal Bank locations, Loblaws stores or at the ‘Ex’ offered $400 worth of fun for $1.99.

Called ‘Ex’ Cheques, the booklet was designed in the form of a cheque book and filled with coupons to be redeemed at the various merchants and attractions during the event.

Offerings included half-price admission to the ‘Ex’ and the chance to enter a contest to win a 1994 Plymouth Voyageur van.

Sales of ‘Ex’ Cheques were supported with point-of-purchase material at Royal Bank branches and money machines.

A visual of a man’s head bursting with images of things to do at the ‘Ex’ dominates the poster, along with the headline, ‘Head to the Ex.’

Other advertising included 30-second radio spots, newspaper ads and transit door cards and busbacks.

The program was created by Weis & Associates Advertising of Toronto.

P-O-S for Levi’s

levi Strauss & Co. (Canada) is polishing up its in-store image with new point-of-sale material created by Harrod & Mirlin, Toronto.

The posters and rack cards will provide a fresh new look in Levi’s outlets nationally for the important back-to-school period through the holiday season.

All executions are highlighted by energetic full-length photos of teens in Levi’s and feature a small white-on-red Levi’s logo to one side.

‘Born Worn’ highlights the finish and colors of the ‘worn look,’ a new look popular with teens, while ‘Colour for a black + white world’ heads the poster for Levi’s twill jean-styled pants.

Women’s new 530 Authentic Slim and 538 Hiphugger styles get a creative approach that conjures up flower power and the look of the ’60s.

A whimsical ‘Guys just don’t get it’ reminds shoppers of the unique fit of Levi’s for women.

Credits go to Brian Harrod, creative director; Bob Goulart and Mike Dietrich, art directors; Brian Sheppard, writer; and Dan Coluto and Chris Nicholls, photographers.