Eaton's sponsors Canadian Music Awards TV show

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TORONTO--Canadian department store chain Eaton's is planning to make the most of its sponsorship of this year's Juno Awards, which will be telecast March 7, by not only producing six TV spots specifically for the TV show, but also dressing many of the musicians who will be presenting awards or performing. The 28th annual Juno Awards are presented by the Canadian Academy of Recording Arts & Sciences.

John Miller, director of strategic marketing initiatives at Eaton's, says the store decided to outfit musicians to demonstrate its contemporary and diverse fashions. The TV ads, created in-house by Eaton's, will show musicians coming into Eaton's stores and will contain short interviews featuring Eaton fashion directors, who will discuss why certain musical acts are wearing particular clothing.

Copyright February 1999, Crain Communications Inc.

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