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First Choice Haircutters begins Be the Face contest

First Choice Haircutters has resumed a contest promotion called "Be the Face of FCH." Developed by Tag of Toronto, the initiative takes the form of a national online casting call for models to appear in an upcoming advertising campaign for First Choice. Ten winners will receive trips to Montreal for professional model training, a makeover and a photo shoot. The resulting campaign will break in 2017.

Consumers can enter the contest by submitting photographs of themselves at <http://www.bethefaceoffch.com>. A judging panel will select 50 candidates, while the 10 winners will be chosen via public online voting in March.

The contest will be supported with national television, print and online advertising, as well as social media activities. The company previously conducted this promotion in 2012.

"'Be the Face' thrived in 2012 with partial online engagement," said Danica Wolch, director of client services at Tag. "This year, we can't wait to capitalize on the exponential growth of First Choice Haircutters' social platforms to spread awareness of the campaign while motivating guests to enter and vote. Our ultimate goal is to continue to shift consumer perceptions of First Choice Haircutters, by building affinity through the opportunity to represent as the next 'face' of the brand."

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