TORONTO – Bell Media Mix and casual dining chain Applebee’s Canada have partnered on an ambitious Canadian media campaign that seeks to thank loyal customers in select neighbourhoods across the country.
A joint effort between Ogilvy, BIMM, and Bell Media Mix, the multimedia, multi-market campaign continues throughout the year using a strategic combination of Bell Media’s TV, digital, and radio properties. As part of this new promotion, Bell Media Mix will execute a total of four campaigns, each lasting four weeks. The first campaign, which began on February 17, invites customers to ‘Bee Savvy’ by enjoying Applebee’s two for $25 deal (pictured). It includes on-air integrations, local contests, and promotions linked to the campaign.
The campaign reaches specific communities via properties including CTV, CTV Two, CP24, AM800 (Windsor), Kool 105.3 (Cambridge), 103.1 Virgin Radio (Winnipeg), 99.9 BOB FM (Winnipeg), 96.1 BOB FM (Brandon), 101.1 The Farm (Brandon), 98.5 Virgin Radio (Calgary), and Big Dog 92.7 (Regina). Regionally targeted ads will also be featured on CTV.ca.
“The Bell Media Mix team aims to deliver strategic solutions for our clients across our entire portfolio,” said Bell Media Mix VP Debbie Drutz, in the press release. “This program is a perfect representation of the type of consultative work we do and demonstrates how Bell Media can deliver mass and local tactical strategies.”
“This campaign is designed to satisfy and delight our customers in several neighbourhoods throughout the year”, added David Snutch, president of Dynapple Management Corporation. “Our first initiative, Bee Savvy, delivers exactly what families and our customers expect: value, quality, and fun. We’re communicating this message through the voice of our local managers and local personalities across Bell Media’s TV, radio, digital, and social media assets — everywhere our customers are consuming media.”
