CTV Prescribes Unprecedented Promotional Campaign for New Summer Drama SAVING HOPE

- Far-reaching campaign includes extensive on-air, outdoor, radio, and online promotion -
- Riveting on-air promos on high-rotation across multitude of Bell Media channels -
- Extended 45-second trailer debuted during GREY'S ANATOMY season finale, generating advance social media buzz -

To Tweet This Release: http://bit.ly/KN1lUD #SavingHope #CTV

TORONTO, June 5, 2012 /CNW/ - The series debut of CTV's new original drama SAVING HOPE is this Thursday and the buzz has been getting louder every day. CTV unveiled today details of the unprecedented national promotional campaign in support of its new summer drama, featuring a robust lineup of on-air, outdoor, radio, and online elements. The extensive multi-platform campaign has created a strong presence across the nation, encouraging viewers to tune into the world debut of the highly anticipated new medical drama, premiering Thursday, June 7 at 9 p.m. ET/PT on CTV and NBC.

**Media Note** Photography for SAVING HOPE is available online at BellMediaPR.ca.

Beginning May 6 with four, 15-second teaser promos, the far-reaching SAVING HOPE promotional campaign features an extensive national on-air presence. On May 17, an extended 45-second trailer appeared during the season finale of Canada's #1 drama GREY'S ANATOMY - within whose timeslot SAVING HOPE will air this summer - sending the twitterverse a buzz as fans of the cast and series propelled awareness of the series debut through social media. Five different on-air promos and an extended two-and-a-half minute trailer are currently in high rotation on 17 Bell Media channels leading into Thursday nights' highly anticipated premiere.

"Whether its on-air, online, outdoor or radio, we've ordered the perfect promotional prescription for SAVING HOPE," said Rick Lewchuk, Senior Vice-President, Bell Media Agency and Brand Strategy. "With the Bell Media 'megaphone' on loud and clear, viewers can't miss knowing about CTV's new summer drama."

In Toronto, the SAVING HOPE promotional campaign boasts eye-catching advertisements including hundreds of dynamic billboards, bus kings, posters, and transit shelter ads. The promotional roll out continues as large billboards appear in the heart of the city at Yonge Dundas Square (58' circle media tower with a front-lit 41'x41' poster and a back-lit 41' x 51' poster) and Yonge and Cranbrooke (28'x20') along with a hand-painted mural at Queen and John Streets (18'x34'). Off the street and on the dial, the promotion continues with radio coverage in more than 30 stations in nine cities, including Toronto, Vancouver, and Calgary.

Furthering its presence online, CTV's promotional activities extend to a Google/YouTube video in-stream campaign featuring a 15-second pre-roll clip. It also includes promotion on the SAVING HOPE YouTube channel, the CTV App, CTV Mobile, and across all Bell Media digital channels and websites.

The campaign was designed and executed by the Bell Media Agency.

Social Media:

Twitter:
@SavingHopeTV
@SavingHopeZ
@CTV_Television
@MichaelShanks
@danieljgillies
@kristopherturn
@HuseM
@juliataylorross

Facebook:
https://www.facebook.com/SavingHopeTV
https://www.facebook.com/ctv

Tumblr:
http://www.tumblr.com/tagged/saving+hope

Pinterest:
http://pinterest.com/CTVTelevision/saving-hope/

About CTV
CTV, Canada's Olympic Network, is also Canada's largest private broadcaster. Featuring a wide range of quality news, sports, information, and entertainment programming, CTV is Canada's most-watched television network and lead broadcaster of the London 2012 Olympic Games. CTV is a division of Bell Media, Canada's premier multimedia company with leading assets in television, radio and digital. Bell Media is owned by BCE Inc. (TSX, NYSE: BCE), Canada's largest communications company. More information about CTV can be found on the network's website at ctv.ca.

Matthew Almeida, Bell Media, 416.384.2629 or [email protected]
Jim Quan, Bell Media, 416.384.5311 or [email protected]