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Subway conducts Guardians of the Galaxy campaign

Toronto-based sandwich chain Subway Canada has begun a promotion in association with Marvel Entertainment in support of the upcoming movie Guardians of the Galaxy. The campaign is part of Subway's ongoing "Dinner and a Movie" initiative. National television advertising will run on conventional and specialty channels from July 7 to August 3. The commercials are promoting a contest, the winner of which will receive a trip for four to Los Angeles to attend the premiere of the film, as well as $500 in cash and a $500 Subway gift card. Secondary prizes will include Marvel merchandise, a signed movie poster and a $20 Subway card. The contest is being conducted through the company's Facebook page. Consumers can also win movie tickets via Twitter. The promotion also includes a limited-time branded children's menu item.

"Subway and Marvel Studios have been collaborating since 2012, brought together by a shared desire to encourage active lifestyles for Canadian families and promote the importance of properly fueling your inner super hero," said Kathleen Bell, director of national marketing at Subway Canada. "Every super hero needs to eat well before their battle and we're proud to continue this relationship with Marvel's Guardians of the Galaxy."

The television creative was developed by KBS+, while the digital media was developed by MMB. Public relations, social media activities and the contest components are being handled by Veritas Communications. Media buying is being conducted by Carat.

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