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MARKETING THE BARBIE CAR
SPORTS JOURNAL, NOV.
17 AT 8 P.M. ET
ON CBC NEWSWORLD
An 18-year-old female racecar driver hooks
up with Mattel—she gets a sponsorship and a cool,
pink Barbie car. Mattel sells lots of dolls to little girls
enthralled by the role model in the jump suit. But what
happens when the role model gets hurt in an accident and
can’t drive?
SPORTS JOURNAL, hosted by Tom Harrington,
looks at the people and the money behind the career of racecar
driver Ashley Taws, Monday, Nov. 17 at 8 p.m. ET and 11
p.m. ET on CBC Newsworld.
Reporter Lisa Bowes goes behind the scenes
to follow the Barbie campaign over several months during
the summer, while Taws recovers and prepares to drive again.
Mattel and the Taws team come up with a creative marketing
solution that keeps the pink car on the road, even though
Taws is forced to watch from the sidelines.
Also on the program—what’s in
a logo? Bowes explores the thinking, and the creative effort,
behind the new Toronto Blue Jays logo.
SPORTS JOURNAL also airs Saturday, Nov. 22
at 7 p.m. ET on CBC Newsworld.
Renee Pellerin is the executive producer of
SPORTS JOURNAL.
CBC Newsworld, Canada’s News Network
and the leading source of live news coverage, can be seen
in over nine million subscriber homes across the country.
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