Rosetta Stone Launches Canadian DRTV Effort
Language instruction system Rosetta Stone (www.Rosettastone.com) has launched its first direct response television campaign in Canada.
The 60- and 120-second spots—running on Canadian Broadcasting Corp. networks, CTV News, BNN (Business News Network) OLN (Outdoor Life Network), TWN (Third World Network, National Geographic and Action Networks—will supplement ongoingretail and online marketing efforts, says Jaime Silva, senior manager for Rosetta stone.
The networks were chosen to reach a broad target group of those interested in learning a new language, notes Silva, adding that the method does not require memory or translation.
In Canada, the Arlington, VA-based company's products are marketed online and through retailers like Best Buy, Future Shop, Chapters Indigo and Staples.
“With the success of our retail and online efforts, we felt the time was right for DRTV to enter the mix, says Silva. “Results of tests have proven that the Canadian market is receptive to learning another language.”
Online, the company is serving ads on Facebook and Twitter and ran promoted trends on Twitter during the holidays. Search is also part of the mix, with terms like "language instruction" and "foreign language" being examples of combinations that work well.
“We have customers in 150 countries, and our DRTV campaign in the Canadian market is a pivotal step in our overall growth plans to reinforce our product as a leader in language-learning,” says Silva. “We look forward to building on our retail and online presence in Canada through this campaign.”
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