Bell Media Mix and Touché!OMD organize McCafé sharing chains

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MONTREAL, June 19, 2014 /CNW Telbec/ - Bell Media Mix and Touché!OMD recently worked with McCafé to launch a campaign to distribute coffee, muffins, and cookies to workplaces throughout Montréal. First launched on television, the campaign is now making the switch to radio to continue to delight workers and listeners tuning in to 107,3 Rouge fm and Virgin Radio 96.

From June 18 to July 19, 107,3 Rouge fm listeners who register on the station's website, will be entered for a chance to receive a surprise visit from the Rouge fm team during their Monday coffee break, kicking off the McCafé sharing chain! A radio host will also be calling, on-air, to see which supplier or client the winning company wants to see getting the next day's McCafé delivery. The selected supplier or client will then get to choose where Saturday's delivery will be made. Whether it's at a soccer tournament or a garage sale, McCafé will be there!

Virgin Radio 96 will also be taking part in the campaign from June 23 to July 11, inviting listeners to show how their McCafé brightens up their day by sharing selfies with colleagues on social networks using the #vrmccafé hashtag. In the morning, the Virgin Radio Entourage will visit the winner's offices, who will then get to choose the next company to win the following delivery of coffee, muffins, and cookies.

Promotional messages and live mentions ensure optimal visibility for the stations' contest. Ads aired by both participating stations and on the NRJ network round out the campaign.

The radio campaign builds on the television contest held from April 28 to May 18 on CTV Montréal, which featured hosts Chantal Desjardins and Mosé Persico enjoying a McCafé coffee break with employees from various businesses. In addition to a 15-second spot inviting listeners to register, both radio hosts recorded 15-second capsules during McCafé deliveries to the offices of Concordia University and Montréal Children's Hospital. Ads also aired on Canal Vie, Canal D, Ztélé, as well as on Corus Media's Séries+.

Part of a long-running campaign, these radio, television, and online contests will be repeated sporadically until October.

About Bell Media

With passion and an unrelenting commitment to excellence, Bell Media creates content and builds brands that entertain, inform, engage, and inspire audiences through the platforms of their choice. Bell Media is Canada's premier multimedia company with leading assets in television, radio, out-of-home advertising, and digital media. Bell Media owns 30 local television stations led by CTV, Canada's #1 television network; 35 specialty channels, including TSN and RDS, Canada's most-watched specialty channels in English and French; four pay TV services, including The Movie Network and Super Écran; and is managing shareholder of premium pay-per-view service Viewers Choice Canada. Bell Media is also Canada's largest radio broadcaster, with 106 licensed radio stations in 54 markets across Canada. Bell Media owns Astral Out-of-Home, one of Canada's most dynamic and innovative out-of-home advertising companies with a network of more than 9,500 advertising faces in Québec, Ontario, and British Columbia. Bell Media also operates more than 200 websites, delivers TV Everywhere with its innovative GO video streaming services, including CTV GO, TMN GO, and Bravo GO, and owns Dome Productions Inc., a multi-platform production company. Bell Media is part of BCE Inc. (TSX, NYSE: BCE), Canada's largest communications company. For more on Bell Media, please visit www.bellmedia.ca.

SOURCE: Bell Media

For further information: Vincent Archambault, Bell Media Mix (Québec), 514.939.5001, ext. 3381 or vincent.archambault@bellmedia.ca

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