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EnRoute conducts Best New Restaurants campaign

Toronto-based Air Canada's enRoute magazine has begun a marketing campaign promoting its "Canada's Best New Restauraunts" awards program. The campaign includes print advertising, editorial material, a new People's Choice Award, two websites and a national consumer contest. The initiative also makes use of in-flight videos, digital display ads, social media activities, public relations and a promotional event. The campaign will run until November, with a post-event print feature in January 2014.

The campaign is being conducted in association with Jaguar Land Rover Canada, which has signed-on as the official sponsor of the People's Choice Award. The contest encourages consumers to vote for the best new restaurant of the year to win a trip for two to an event recognizing the winners in Toronto in November, as well as the use of a Jaguar or Land Rover.

Full page print ads and editorial are running in enRoute promoting the award. An eight-page gatefold insert will run within the 30-page "Canada's Best New Restaurants" editorial package. Contest websites have been established at <> and <>. Social media elements include Facebook, Twitter and Instagram pages. In-restaurant materials will be used at 35 finalist restaurants in September.

The campaign was developed by Spafax of Toronto in collaboration with design firm Dynamo. Public relations, media relations and social media are being managed by The Siren Group of Toronto.

"Given the expanded scope of our marketing initiative, we will really be able to celebrate the Canadian culinary scene from coast to coast, as well as encourage regional participation in the People's Choice Award," said Ilana Weitzman, editor-in-chief of enRoute. "This could very well be the most successful year for Canada's Best New Restaurants."

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