Bell Media Mix Encourages Canadians to Bee Savvy with Applebee’s

— March 10, 2014

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TORONTO (March 10, 2014) — Applebee’s Canada has selected Bell Media Mix for the planning of its biggest Canadian media campaign to date - thanking its loyal customers in neighbourhoods across the country. A joint effort between Ogilvy, BIMM, and Bell Media Mix, the multimedia, multi-market campaign continues throughout the year using a strategic combination of Bell Media’s TV, digital, and radio properties.

As part of this new promotion, Bell Media Mix will execute a total of four campaigns, each lasting four weeks. The first campaign, which began on February 17, invites customers to “Bee Savvy” by enjoying Applebee’s amazing
two for $25 deal. It includes on-air integrations, local contests, and promotions linked to the campaign.

“Our customers asked and we listened,” said David Snutch, President of Dynapple Management Corporation. “This campaign is designed to satisfy and delight our customers in several neighbourhoods throughout the year. Our first initiative, Bee Savvy, delivers exactly what families and our customers expect: value, quality, and fun. We’re communicating this message through the voice of our local managers and local personalities across Bell Media’s TV, radio, digital, and social media assets — everywhere our customers are consuming media.”

The campaign will reach the public in specific communities, using various properties including CTV, CTV Two, CP24, AM800 (Windsor), Kool 105.3 (Cambridge), 103.1 Virgin Radio (Winnipeg), 99.9 BOB FM (Winnipeg), 96.1 BOB FM (Brandon), 101.1 The Farm (Brandon), 98.5 Virgin Radio (Calgary), and Big Dog 92.7 (Regina). Regionally targeted ads will also be featured on CTV.ca.

“The Bell Media Mix team aims to deliver strategic solutions for our clients across our entire portfolio,” said Debbie Drutz, Vice-President, Bell Media Mix. “This program is a perfect representation of the type of consultative work we do and demonstrates how Bell Media can deliver mass and local tactical strategies.”

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 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 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.

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For more information:

Debbie Drutz, Vice-President, Bell Media Mix
416.440.6569, or debbie.drutz@bellmedia.ca