Bell wins broadcast deal to promote Winnipeg
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Hey there, time traveller!
This article was published 01/03/2014 (4246 days ago), so information in it may no longer be current.
City hall will use an exclusive contract with Bell Media to promote a variety of civic initiatives in a series of public service announcements across the media company’s local broadcast outlets.
Dubbed a “Winnipeg Minute,” and “Your City, Up to the Minute,” the public service announcements will be featured on Bell Media’s local broadcast and digital properties — CTV and radio stations BOB FM, Virgin Radio 103.1, TSN 1290 and their respective web pages.
The media campaign was detailed to members of Winnipeg city council at a council seminar Friday morning.
“This uses a (media) model that combines TV, radio and online to reach a broader segment of Winnipeggers to tell them about city services,” Steve West, manager of corporate communications, said.
West said the $500,000 cost of the Bell Media campaign comes from an existing $1.8-million media advertising budget for all civic departments, adding the city will continue to advertise with other media outlets.
Councillors were told the first PSA will air March 17, promoting the Winnipeg Minute campaign, followed March 31 by a PSA promoting waste minimization and spring cleanup.
West said a formal launch of the campaign, with additional examples of some of the PSAs, will be made closer to the March 17 date.
“I hope it works,” said Coun. Ross Eadie, one of seven members of council who attended the seminar. “The way it was presented, the campaign will give the right brand to the City of Winnipeg and provide citizens with useful information.”
Eadie (Mynarski) said councillors suggested the PSAs will be used to promote the October civic election and other city services such as Know Your Zone and 311.
Eadie said the media campaign will be non-partisan, unlike a controversial $90,000 media campaign last spring covertly funded from Mayor Sam Katz’s executive policy committee’s communications budget. Several councillors condemned that initiative as unethical and a misleading waste of money.
Councillors were told a request for proposals for a one-year pilot project was issued in November. Bell Media was chosen at the end of January, because it offered the lowest price, extensive media market penetration, and was considered to have an extensive record in similar successful broadcast PSA campaigns.
aldo.santin@freepress.mb.ca