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Chicken
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PAGE 37

EXPO 86 burst on to TV screens across Canada
recently with the message: Don’t Miss It For The

World!

The fast-paced 30-second
television commercials are
the result of the most resear-
ched consumer advertising
campaign in exposition his-
tory.

Viewers are given spec-
tacular glimpses of British
Columbia scenery, and by
using pioneer film tech-
niques, can actually see the
finished Expo site before it’s
completed.

After 13 weeks of the
campaign, the spots will
have been seen by 93 per
cent of Canadians 25 times
each,

“One of our themes is to
show our pride and en-
thusiasm in our province,”
explained Jeff McNair,
vice-president of Expo mar-
keting and entertainment.

‘“We want to promote the
theme “Don’t Miss It For
The World’’ by visually por-
traying the magnitude of the
city.””

To get the hoped-for 15
million clicks of the turn-
stiles next year, the advertis-
ers have invested $5 million
for the Canadian campaign
and a further $7 million has
been earmarked for the U.S.

AAS IN DALIT

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” By JANE ODDY |

It’s estimated that $80 mil-
lion will be spent overall by
Expo and its partners to
promote the event.

“We have to convince
people to travel the distance
to Western Canada and
we're using beautiful B.C. as
a bait, ** McNair said.

“For Montreal’s Expo 67,
they could draw on a quarter
of the population of North
America whereas we are
geographically isolated. We
have no second chance with
a world exposition - once we
get on the track we’re
gone.”’

Transportation and com-
munication is a major theme
concurrent in the 16 dif-
ferent commercials which
have been structured for
four specific audiences in
Western America, English
and French Canada and
B.C. Commercials were
customized on regionai levels
after intensive research, and
all have the same dramatic
background score.

“What could work in On-
tario might have no impact

at all in California,’ said
Mike Powell, Expo's direc-
tor of advertising and graph-
ic services. ‘‘American au-
diences will see Mounties
and totem poles in their
messages while potential
visitors from the rest of
Canada will see lush scenery,
mountains and welcoming
B.C. residents.

“For the benefit of
Toronto we've also shown
B.C. in good weather to
destroy the myth that it
always rains here!”’

B.C. audiences are urged
by premier Bill Bennett to
“Invite the world,’? and br-
ing family and friends to
Expo.

The advertising campaign
pioneered clever computer
animation including ‘‘win-
dows’’ of real-life
photography to give a color-
ful tour of the Expo site.

“The idea is not new to
pop videos but we’re at the
forefront of advertising,’
said Charlie Myrs, advertis-
ing director of Baker
Lovick’s Var-souver office.

The agency developed the
creative concepts while two
other Vancouver firms,
Grant Productions and

See Expo
Page 38

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