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.