ALOHA! GLOBAL MAKES WAVES FOR HAWAII FIVE-0

Multi-tiered Marketing Campaign to Support Launch of Fall's Hottest New Series

Innovative Hawaii Five-0 Sound Card to be Distributed in Toronto on September 20

For photography and sample creative, please visit: www.canwesttvmedia.com

TORONTO, Sept. 17 /CNW/ - Global Television today announced details surrounding its splashy, multi-faceted marketing campaign for the most highly-anticipated show of the season:  Hawaii Five-0.

In addition to its prominence in the network's 'BIG Fall Season' image campaign, Global is continuing to expand its promotional efforts for Hawaii Five-0 in advance of its eagerly-awaited premiere this Monday, September 20 - 10pm ET/PT.

Global has partnered with t.o. night, Toronto's free afternoon daily commuter paper, on an exclusive insert encouraging readers to "Get Lei'd Tonight." Once opened, the specially-designed, full-page card features a scenic shot of Hawaii and plays a sound chip with the catch phrase, "Book 'em, Danno" and the show's iconic theme song. Targeting evening commuters, t.o.night's regular "newsies" donning series-branded shirts will be handing out this special edition on premiere night.

"This is a historic first for newspapers in Canada," said t.o.night Co-Founder, Tom Hyde.  "Never before has a print publication in Canada included an audio component on such a scale - we're delighted to work with Global on this industry first." 

Before the catchy tunes of Hawaii Five-0 begin to emanate throughout the GTA, Toronto commuters will be greeted with a festive luau located near the hub of Union Station on Front Street on Monday morning. In celebration of the series premiere, Global's one-of-a-kind Tiki Bar will feature complimentary Hawaiian-themed beverages, hula dancers, surfer dudes and island music. Passersby are welcome to hang loose and enjoy a sneak preview of the series from 7:30am - 6:30pm.

Plus, Global has teamed up with Mosaic Experiential Marketing to bring the Hawaiian spirit to Toronto and Vancouver. Wearing custom-designed grass skirts and surfer gear, street teams will greet morning commuters with "alohas" and series-branded leis in high-traffic and marquee locations in both cities.

From the street to the sky, in a unique offer with WestJet, Global will make big waves on non-stop flights to Hawaii this fall. WestJet guests will be greeted with custom-branded leis and treated to a special in flight presentation of Hawaii Five-0.

"We're thrilled to roll out an innovative campaign that will get fans even more excited about Hawaii Five-0," said Jamie Schouela, VP Marketing Strategy, Global. "From original creative to brand integration and promotional stunts, we wanted to complement our strong off-air media plan with buzz-worthy elements that matched the sleek feel of this bold new series."

In addition to these creative elements, Hawaii Five-0 will also be the focus of Global's multi-media campaign. Leading up to the highly-anticipated debut, a number of radio spots are scheduled to run in all the major markets across the country, as well as an array of print ads in all the national dailies. Plus, Hawaii Five-0 display advertising will be featured on targeted websites such as TMZ, Perez Hilton, TV Guide Canada, Yahoo! and AOL. 

All creative and media plans were developed in-house through the Canwest Creative Agency and Media Strategy teams.

Global Television is a Canwest Broadcasting network.

About Canwest Broadcasting
Canwest Broadcasting operates Global Television and 19 of the country's most popular specialty channels, including HGTV, Mystery TV, National Geographic Channel, Showcase, History Television, Food Network and TVtropolis. Canwest Broadcasting is a division of Canwest Media Inc.

About Canwest Originals
Canwest is the proud home of the most diverse slate of Canadian Original programs across the Dramatic, Lifestyle and Entertainment genres. As a steadfast supporter of the Canadian production community, Canwest is dedicated to bringing the best of the country to audiences nationwide - including shows such as: Rookie Blue, Pitchin' In, Holmes Inspection, Ice Pilots: NWT, Lost Girl, 16:9, The Opener, Princess, William Shatner's Weird or What? and Canada's most trusted entertainment news show, Entertainment Tonight Canada.

About Canwest Media Inc.
Canwest Media Inc. is a subsidiary of Canwest Global Communications Corp. (www.canwest.com) (TSX-V; CGS and CGS.A), one of Canada's largest broadcasting companies. In addition to owning the Global Television Network, Canwest operates 19 industry-leading specialty channels and more than 20 online properties.                                                                                        

For further information:

For media inquiries, please contact:  

Sónia Brum, Publicist
Global Television
[phone]
[email protected]

Grace Park, Publicity Manager
Global Television
[phone]
[email protected]