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Ontario Science Centre breaks new campaign

The Toronto-based Ontario Science Centre has begun a new advertising campaign in support of its newly-opened Weston Family Innovation Centre. The bilingual campaign consists of newspaper, magazine, subway, billboard, radio and online advertising in the Toronto area. The initiative, which is aimed at teens, young adults and families with older children, will run into the fall. The creative invites viewers to consider the scientific and technical aspects of activities such as flirting, lying and making music. One ad consists of the headline “Where to learn how to flirt” along with the copy, “Read a come on. Just one of the more than 50 activities you’ll find at the newly completed Weston Family Innovation Centre.” Four radio ads addressing the same topics will run on Toronto radio station Z103.5, accompanied by on-air promotions. “The new campaign will launch the Weston Family Innovation Centre in an impactful way that will attract many new visitors,” said Bern Gorecki, director of marketing and visitor services at the Ontario Science Centre. “We want people to see the Ontario Science Centre differently and experience its new approach to engaging and inspiring our next generation of innovators.” The campaign was created by Anderson DDB Health & Lifestyle of Toronto.

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