Canada's star choice launches first national ad campaign

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TORONTO--The first national ad campaign developed for Star Choice, a DTH satellite service provider based in Fredericton, New Brunswick, aims to drive subscriptions, build the brand, and take it into new markets. Leo Burnett, Toronto, created the English ad campaign while Groupe Bachand of Montreal created the French. Newspaper and radio ads will be followed by TV spots in June.

Bruce Barr, Star Choice's Toronto-based VP, marketing and sales, says the campaign is aimed at the 80% of Canadian households that already have at least basic cable service. Star Choice offers up to 160 video and audio channels to its subscribers. The DTH supplier is so confident of its service that it is offering a 30-day money back guarantee to new subscribers if they don't like it.

Optimedia Canada of Toronto planned and bought media for the campaign. Last year, Star Choice spent about $3 million on advertising, according to AC Nielsen. So far, Star Choice has about 200,000 subscribers across Canada, representing around 2.5% of cabled households.

Copyright May 1999, Crain Communications Inc.

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