Bell Media Mix and HELIXIA™ Partner to Fight Cough

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MONTREAL, Nov. 25, 2013 /CNW Telbec/ - With winter fast approaching, Bell Media Mix has partnered with ZenithOptimedia to maximize the brand awareness of HELIXIA™ in the highly-competitive cough remedy market. HELIXIA™ is a brand composed of products made from only naturally-sourced medicinal ingredients clinically proven to relieve the symptoms of coughs and colds and that are available over the counter. Targeting mothers with children under 12, the six-week campaign launched November 18 is executed via Astral Out-of-Home properties as well as Bell Media television channels.

"We are pleased to put our team's excellence and Bell Media's multiple platforms and brands to the service of HELIXIA™ for yet another Bell Media Mix campaign that is as targeted as it is creative," said Michelle LaBarre, Vice-President, Bell Media Mix.

For HELIXIA™'s first appearance on TV, two 30-second messages were developed and produced as "health capsules", featuring Katrine Paradis, mom and host of new show UN PETIT GÂTEAU À LA FOIS on Canal Vie. She was chosen for her boundless energy and community involvement, particularly with the Sainte-Justine Hospital for more than 10 years.

These messages will air on Canal Vie, Canal D, Séries+, and Musimax, as well as on the youth channels VRAK TV, TÉLÉTOON, and TÉLÉTOON Rétro, which garner excellent mother-child ratings. The campaign also includes a sponsorship comprising of 15-second opening banners to announce the start of a show, as well as innovative programming schedules.

The OOH component will feature a variety of executions on eight digital faces across the Greater Montréal Area. MARK − Astral Out-of-Home's exclusive visual optimization service − was utilized to measure and maximize the visual attraction of the ads' key elements.

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; 34 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 107 licensed radio stations in 55 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 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

Michelle LaBarre, Vice-President, Bell Media Mix
514.939.5001, ext. 3131 or [email protected]