From Outdoor to Online, Global's Innovative Fall 2009 Marketing Campaign
Dominates Coast to Coast
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TORONTO, Sept. 2 /CNW/ - Global is back and bigger than ever this fall,
kicking off a month long comprehensive advertising campaign touting the
season's most impressive roster of programs in primetime. Ranging from
powerful off-air and on-air dominations to all-new interactive social media
elements, Canadians nationwide won't be able to miss the news that TV's
biggest hits are launching on Global.
"From picking up the morning paper and commuting in to work, to surfing
Facebook and scanning their TV's interactive program guide, Global's presence
on all established and emerging platforms will ensure fans don't miss the news
of our biggest premieres," said Jamie Schouela, VP Marketing Strategy, Global.
"The network has an outstanding line-up of new and returning series and we
want to ensure Canadians coast to coast catch the shows everyone will be
It all starts with the return of Global's 'BIG Fall Season' campaign,
featuring colourful creative around fall's most highly-anticipated shows,
including The Good Wife, House, Lie To Me, Melrose Place, NCIS: LA, Survivor:
Samoa and the new comedy, Glee. Beginning on Labour Day Monday, the campaign
will take over every inch of Toronto's Yonge & Bloor station, the busiest
subway stop in the country, with bold, eye-catching floor-to-ceiling murals
that reinforce the network's BIG can't miss line-up every night of the week.
On-air, BIG campaign promo spots have been running since August on Global.
Fall's most talked about new show Glee is getting extra special treatment
through a 60-second movie trailer that will air in Famous Players/Cineplex
theatres in Toronto, Vancouver and Calgary throughout September as well as
national ads in HELLO! and Famous magazines.
The network's diverse and expertly integrated marketing campaign also
features all-new social media elements. In addition to streaming of Global
programming 24/7 at www.GlobalTV.com, viewers are invited to engage in
'Facebook Connect' which allows fans to post live comments on their personal
Facebook page while they watch select shows on the Global site. The online
media buy will also target Facebook users by serving banners directly to the
2,000,000 Canadians on the site who have listed a specific Global show as one
of their favourites.
On top of this, viewers can join the conversation on the Global TV
Twitter feed to get the latest tidbits and behind the scenes facts about their
favourite shows. Fans can also follow ET Canada for up-to-the-minute 'tweets'
on breaking entertainment news and celebrity sightings.
With aggressive Print, Radio and Online buys for key shows in targeted
markets, the weeks to come will also see pure Global domination in multiple
- Large print ads in key publications including gatefolds in the
Toronto Star and Vancouver Province among others, plus the first ever
wrap of the brand new daily evening paper, t.o.night, for Glee;
- An aggressive national radio buy including afternoon-drive
dominations on a number of top stations for such shows as The Good
Wife and House;
- Online, Global will take over a number of targeted sites with banners
and custom skins tailored to specific shows through the month;
- Strong presence on digital screens nationally including the Captivate
Network which features ads on over 1400 screens in office towers and
elevators, the giant Metropolis board at Yonge & Dundas in the heart
of downtown Toronto, plus Interactive Program Guide ads through
Prevue Networks to capture couch surfers as they are making their
last minute viewing decisions.
Finally, to celebrate ET Canada's top to bottom coverage of the Toronto
International Film Festival (TIFF), the show will display its presence in the
heart of Yorkville with oversized banner ads in high profile areas, special ET
Canada TIFF posters displayed inside festival theatres, and targeted print ads
in HELLO! Magazine, ELLE Canada and the official TIFF programming guide
distributed by NOW magazine.
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 eighteen 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.
For further information:
For further information: For media inquiries, please contact: Jacqueline
Kendall, Publicist, Canwest Broadcasting, (416) 934-7850,
firstname.lastname@example.org; Grace Park, Publicity Manager, Canwest Broadcasting,
(416) 967-2484, email@example.com