CNE ADS HIT THE SPOT



The Canadian National Exhibition, home of midway marriages and mini-doughnuts, is giving the brand a makeover. The annual fair, held Aug. 18 to Sept. 4 in Toronto, has launched a new ad campaign.

“One of the challenges with the CNE is it’s like a three-ring circus,” says Karen Lynch, the CNE’s marketing manager. “There are a thousand different things on every day. So in the past we would try very hard to say we were everything.”

Field Day co-pitched for the business with Gaggi Media, which recommended a media buy that will result in the CNE doing no TV advertising for the first time in some 30 years. Instead, outdoor and online were increased significantly and radio was bumped up as well (albeit using fewer stations). Lynch says exit surveys done at the 2005 fair showed poor awareness of TV ads. She also pointed out television viewership tends to decline in mid-summer, when the CNE spots normally run.

The campaign, created by Field Day, includes print, outdoor, radio and transit ads. Field Day's goals were to simplify the message and to consistently communicate the consumer experience.

This year's message focuses on five distinct themes: fun, family, friends, food and shopping. The central brand position is still “Let’s go to the EX,” but the ads feature a campaign theme of “The EX Marks the Spot.” One visual, for example, shows a boy and his grandfather on a roller coaster, with the tag line “The EX marks the spot for fun.”

One radio spot takes a humorous approach to attract teens, using the voice of a grandfather remembering the CNE of yesteryear, complete with rides made out of "cardboard and string and spit."

“The audience for the EX is diverse – kids, parents, grandparents – and they are all looking for something different from the EX. The fair has been around for a hundred-odd years and a younger audience may see it as something that’s in tune with their parents’ generation,” says Andrew Arntfield, president and creative director of Field Day in Toronto. "But what remains consistent across the board is consumer desire for good value and a professional, high quality experience. That wasn't clearly communicated in the past, but new campaign says all of that."



The results are in - 4th Annual Entertainment Survey
[05/26/2015]

PAST NEWS

Canada's Wonderland Tops Field Day's Third Annual Toronto Entertainment Survey
[11/05/2014] - Field Day has officially released its annual survey of live entertainment in Toronto, measuring attendance figures, unique visits, group size and frequency of visits!

Quesada Burritos & Tacos Launches New Branding
[06/18/2014] - Quesada revamps marketing direction and menu as part of an aggressive growth strategy. Field Day develops the new brand platform.

Bioforce Selects Field Day as Agency of Record
[05/01/2014] - Bioforce, national distributor of the A.Vogel line of natural health products, has chosen Field Day as its AOR after a competitive review.

MORE...

Quesada Selects Field Day as Agency of Record
[03/19/2014]

Toronto Symphony Orchestra Contracts Field Day for 2014 Season
[11/29/2013]

Toronto Maple Leafs top the list of Southern Ontario's All-Time Favourite Attractions
[11/12/2013]

OSSGA and Field Day Launch New Corporate Website
[04/05/2013]

Field Day Partners with TSO to Drive Attendance for Handel's Messiah
[01/23/2013]

Field Day Contracted by Two National Consumer Shows
[12/20/2012]

Field Day Partners with CNE to Increase Attendance for the Second Consecutive Year
[11/02/2012]

Ranking Toronto's most popular attractions
[06/12/2012]

Field Day wins contract for national concussion awareness program
[04/02/2012]

CNE announces 2011 attendance
[10/20/2011]

Field Day rebrands 3 national organizations
[01/22/2010]

© Copyright 2003 - 2015 Field Day Inc. All rights reserved.