Delivery company aims for regional relevance
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Purolator has launched an integrated advertising campaign in Atlantic Canada in an effort to emphasize the delivery company’s connection to the region.
The campaign includes a 30-second radio spot as well as print and out-of-home advertising, with messages targeting Atlantic Canadian urban centres such as St. John’s, Moncton and Halifax.
The copy in each medium makes mention of Purolator’s decades-long history in the region and includes the tagline “Delivering my Atlantic Canada for over 40 years. Check.”
Creative for the campaign was developed by Toronto agency DraftFCB.
Tim Maloney, director of brand marketing for Purolator, said the campaign represents a shift to more regionally-targeted initiatives for the company.
“Typically we’ve brushed the country with the same brush and the same colour when we did marketing campaigns,” said Maloney. “We’re trying to do a better job of getting a little bit more regionally focused and ensuring the message and the creative is relevant to that particular audience.
“Hopefully it lays the foundation and a framework for us to do that in other parts of the country as well. But with the growth in the Atlantic region, it’s an important place for us to be in and remind businesses that we know the region very well.”
The campaign launched Monday and runs for four weeks.
