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Adecco begins infomercial campaign

Montreal-based recruitment firm Adecco has begun an infomercial campaign intended to attract qualified job-seekers to its service. The campaign, created by LXB Communication-Marketing of Montreal, includes a contest in which each person who submits a resume through the company’s website will be entered into a draw for the equivalent of a week’s salary. The infomercial presents the stories of three real people who found jobs through Adecco, along with testimonials from various employers. “As a large portion of the targeted population is already employed, it was essential to create a weekly appointment on television’s prime time,” said Yves Michel, media director at LXB. “The analysis of big broadcasters’ programming allowed us to find weak spots on which we could capitalize. To boost the audience, a promotional message will be broadcasted on LCN, TVA’s all-news channel, half an hour before the airing of Adecco’s infomercial to encourage TV audience to tune in to Shopping TVA. Along with the LCN ads, the infomercial airtime hours will be published in the career sections of the major daily newspapers.”

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