Network Touts Knockout Fall 2010 Lineup with Fresh Spins on 'BIG' Marketing Campaign
Plus, Innovative Glee 'Slushy Initiative' Hits Mac's Convenience Stores and ET Canada Shines in Store Windows at The Bay
For photography and sample creative, please visit: www.canwesttvmedia.com
TORONTO, Sept. 9 /CNW/ - Global today revealed details surrounding its aggressive and diverse fall consumer advertising campaign rolling out this month from coast to coast.
Back again with the season's hottest new and returning shows, Global is celebrating its primetime roster with a range of compelling off-air and on-air dominations, interactive social media elements and several show specific initiatives that will rollout during the next four weeks.
"With hit returning series and the most talked about new shows, we're excited to be launching one of our best fall lineups to date," said Jamie Schouela, VP Marketing Strategy, Global. "There's a lot to sample and we've carefully planned an integrated and impactful media mix rolling out over the coming weeks so Canadians won't miss their favourite Global premieres."
Back for the third consecutive year is the network's highly successful 'BIG Fall Season' image campaign which features colourful creative around this fall's most highly-anticipated premieres, including Glee, The Good Wife, House, The Apprentice, Survivor: Nicaragua and brand new series, Lone Star and Hawaii Five-0. Beginning this week, the 'BIG' campaign will dominate every inch of the country's busiest subway stop, Toronto's Yonge & Bloor station, with the campaign's signature bright and bold floor-to-ceiling murals. A series of BIG promo spots are also airing across the family of Canwest channels in addition to Global.
To celebrate the international pop culture phenomenon Glee, the network will rollout a 'slushy initiative' in honour of its hit series this fall. Beginning September 13th, Mac's Convenience Stores nationwide (approximately 862 locations) will feature Glee-branded collector cups at the Froster machines (Mac's version of frozen "slush" drinks) as well as unique in-store advertising to support the show's return so GLEEks can get one-step closer to the antics of McKinley High.
Another breakout component of this fall's marketing campaign is the support for ET Canada's wall-to-wall coverage of the Toronto International Film Festival (TIFF). As the only entertainment show to officially sponsor the Festival, ET Canada will once again proudly display its presence in the heart of Yorkville with oversized banner ads on Cumberland and Yorkville Avenue and targeted print ads in the official film guides, Tribute Magazine, NOW magazine, t.o.night and Metro Toronto. Plus, this year the show is partnering with The Bay and will benefit from brand presence in store windows nationwide, as well as a special execution at The Bay flagship store at Yonge and Queen.
Also new this year is Global's partnership with mobile leader Juice Mobile on an innovative advertising campaign reaching users through their smartphones and allowing them to opt-in for text reminders about their favourite shows. Plus, the network continues to lead the way in its use of social media to engage loyal fans and drive conversation both pre and post premieres on Facebook, Twitter and GlobalTV.com.
On top of these special initiatives are show specific campaigns for a number of series in key markets across the country. The weeks to come will bring pure Global domination in multiple media platforms including:
- Large print ads and special execution in newspapers coast to coast including the Toronto Star, Metro, Vancouver Sun, Calgary Herald, Winnipeg Free Press, t.o. night and many others.
- An aggressive national radio buy including afternoon-drive dominations on a number of top stations for all big fall premieres.
- Online, Global will take over numerous targeted sites with banners and custom skins tailored to specific shows throughout the month including a YouTube homepage takeover. Plus, Global will target passionate fans for all key series directly through their Facebook fan pages.
- Strong presence on signature outdoor digital boards in high-traffic areas of the country's largest markets, plus the Captivate Network which features ads on over 1400 screens in office towers and Interactive Program Guide ads through Prevue Networks to capture couch-surfers as they are making their last minute viewing decisions.
Additional details on a number of attention-getting plans for this fall's hottest new show, Hawaii Five-0 will be announced in the days ahead.
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:
Jacqueline Kendall
Global Television
(416) 934-7850
[email protected]
Grace Park
Global Television
(416) 967-2484
[email protected]
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