/C O R R E C T I O N -- Springer & Jacoby/

/C O R R E C T I O N -- Springer & Jacoby/

HAMBURG, Germany, March 5/PRNewswire/ -- In the news release, "Protesting Against the Canadian Seal Hunt With
Heavy Metal: Peta2 and Springer & Jacoby Create "The Canadians"" issued on 5
Mar 2009 13:35 GMT, by Springer & Jacoby over PR Newswire, we are advised by
a representative of the company that in paragraphs five and twelve Tom
Rideout, former Fisheries Minister of Newfoundland, was incorrectly
referred to as the Canadian fisheries minister.

Complete, corrected release follows:

In the spring of 2008, while Canadian seal hunters swarmed from place to
place and brutally killed 300,000 seals, the fictional metal band "The
Canadians" were touring Germany on their "Killing Seals Tour 2008." The goal
was to make primarily young people aware of the bloody events taking place in
Canada - with the "Killing Seals Tour 2008" reflecting the real Canadian
seal-hunting season.

In Germany, there were posters made for the tour and advertisements
appeared in magazines such as "Rolling Stone" and "Metal Hammer," as well as
Edgar Cards in clubs and randomly distributed stickers. All these had a
single purpose: to raise awareness of the "Killing Seals Tour 2008."

Prominent tour partners included MTV Europe and rock n' roll merchandiser
EMP. Their young user group (animal protection organization PETA2's target
group) thought "The Canadians" were a real hard rock band.

Just like a real band, they had a MySpace profile
(http://www.the-canadians.com), which was highlighted in every piece of
communication. Fans quickly learned what was really at stake:

Active protest to stop the gruesome slaughter directed at the Canadian
Tom Rideout, Fisheries Minister of Newfoundland.

This website quickly became the center of the protest. "Fans of "The
Canadians" weren't screaming hysterically like groupies though, but signing
petitions against the murder of seals, all of which were sent to Rideout by
e-mail!

Then the second phase began. The tour literally promoted itself.
Commemorative tour shirts went on sale and prominent personalities appeared
wearing them, such as renowned MTV presenter Nova Meyer Henrich and many
familiar rock bands.

Rock magazines and radio stations, such as "Visions" and "Metalhammer,"
reported about and discussed the band from Canada.

The tour trailer ran on MTV and VIVA's late programs and became the most
hated YouTube video in Canada. The band was the "Musicians of the Week" on
MySpace, was "Event of the Month" on MTV and played the world's biggest
stage: the Internet!

There was much discussion, commentary, support, loathing and also praise
on the internet.

The "Killing Seals Tour 2008" officially ended after four weeks. About
300,000 seals were killed once again, but PETA2 and Springer & Jacoby
succeeded in making sure that over 25 million people around the world were
watching.

Tom Rideout, Fisheries Minister of Newfoundland has since stepped down.
There's not much doubt about the reasons...

The fictional "The Canadians" now real & live: in April at the Art
Directors Club (ADC) in Berlin!

Rockumentary and commercial spot at http://www.sj.com/presse/downloads/

Responsible Staff at PETA2:
Jobst Eggert, Editor in Chief, PETA Deutschland e.V.
Responsible Staff at Springer & Jacoby:
Creation:
Eskil Puhl, Creative Director

Please direct inquiries to:
Springer & Jacoby Werbeagentur GmbH & Co. KG
Gerhofstr. 1-3
20354 Hamburg
Germany
Sandra Atwell
E-mail: sandra_atwell@sj.com
Tel. +49(0)4035603-442
Fax +49(0)4035603-344

Source: Springer & Jacoby

Please direct inquiries to: Springer & Jacoby Werbeagentur GmbH & Co. KG, Gerhofstr. 1-3, 20354 Hamburg, Germany, Sandra Atwell, E-mail: sandra_atwell@sj.com, Tel. +49(0)4035603-442, Fax +49(0)4035603-344

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