By Matt Semansky

St. John's-based agency Target Marketing & Communications has launched a promotional piece for the 2010 Juno Awards that mimics the open guitar cases of street buskers.

The miniature guitar cases contain a USB stick loaded with information for potential sponsors and tracks from 10 East Coast musicians. The goal is to convince companies to support the Canadian music awards show, which takes place in St. John's on April 18.

"Instead of just putting their hand out, [the Juno organizers] wanted a creative way of doing that," said Tom Murphy, creative director at Target. "We came down to the idea that everybody has seen the guitar players on the sidewalk with their cases open."

Target has also developed the logo for Ruckus On The Edge, a week-long festival that culminates with the Juno Awards presentation. The event includes musical performances and celebrations of Newfoundland and Labrador culture-dual inspirations reflected in a logo that consists of three brightly coloured row houses outfitted like stereo speakers.

Murphy said that out-of-home creative and street-level marketing promoting Ruckus On The Edge and the Junos will appear as the events draw closer.