PRESS EXCERPTS: Quotes, Interviews
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NEWSPAPERS
Seattle News Tribune
Mitel: "On national TV, it [a commercial] would cost a fortune; here, we're talking tens of thousands a year."
PropStar: "If nobody's watching the 30 sec spot anymore, then how are you going to reach consumers?"
Guelph Mercury
Mitel: "Mitel hasn't bought conventional advertisements for almost three years. The company prefers product placement because it's cheaper and more cost effective than regular ads. It's something that reaches an amazingly large audience, we'll continue to do it."
PropStar: "It's there because it needs to be there, consumers have demanded year after year (TV and movie) sets become more realistic. We're only trying to place the product where it's a good fit."
The National Post, The Montreal Gazette, The Vancouver Sun, The Cornwall, The Windsor Star, Victoria Times Colonist, Regina Leader Post
Artist, Andrea Padovani: "The most intriguing part to me is I'm reaching out to places and people that I would never think of. Exposure is crucial." Padovani feels it is money well spent. "For the price, I could afford a few pages in a magazine," says Padovani.
Vancouver Sun
Excerpt: "Product placement on television shows is a growing phenomenon and won't go away," said someone whose job is to place products. "Until such time that TV networks decide to produce 100 per cent of their content and go into business making computers and telephones and other products that are not branded, there's always going to be product placement," said Nancy Tear, creative director of PropStar Placements Inc., a North Vancouver company that arranges product placement in movies and television shows. Tear, whose company arranges product placement for U.S. shows E.R., 24, CSI and Boston Legal and for Canadian shows Instant Star and Godiva's, said "the products are integrated in a normal, real-life fashion. Not doing this properly will only hurt the show and those products. If a show becomes too filled with bad product placements, no one's going to watch it," said Tear, who has placed telephones from Burnaby's Mitel Networks on E.R. and Boston Legal.
Vancouver Province
Mitel: "It has been hugely successful. In the long run, we're getting more bang for our buck with product placement than with regular advertising. PropStar has done a great job of getting us eyeballs. Some of the shows have audiences in the millions. It's just a different way to get products out there. It's very cool. It's a unique way to extend your brand."
Woman's Wear Daily, New York City
PropStar: "It's priceless. There were plenty of opportunities for scripting fashion into the final seasons of 'Friends' and 'Frasier'. The reality series 'Extreme Makeover' was a vehicle for style and beauty brands."
Reuters
PropStar: "North Americans turn to film and television to see what's cool and what's hot and what they should be buying,"
