National, Multi-Media Effort is Network's Biggest Campaign this Season and Most Extensive Promotion Ever for a Canadian Series
New Original Drama Premieres Thursday, June 24 - 9pm ET/PT on Global and ABC
For photography and additional press materials please visit: www.canwesttvmedia.com
TORONTO, June 14 /CNW/ - Global Television today unveiled the details about its arresting multi-tiered marketing campaign for the new original series, Rookie Blue.
Premiering Thursday, June 24 - 9pm ET/PT on Global and ABC, Rookie Blue is packing some serious heat with the network's far-reaching and extensive campaign - from prominent outdoor billboards to cinema trailers to innovative online games, Canadians will know they have great entertainment in store for them this summer.
"We're excited to roll out this aggressive campaign for a homegrown Global show," said Jamie Schouela, VP, Marketing Strategy, Global. "We are confident that Rookie Blue will be a huge hit with viewers and our campaign clearly reflects our commitment and belief in this Canadian series."
Beginning earlier this spring, a series of uniquely branded on-air teasers and character spots made their debut during Global's highly-rated season finales including top 10 favourites Survivor: Heroes Vs. Villains, House and 24. These promos continue to run extensively on the network and Canwest's specialty channels. Plus, in a promotional assault on the day of the premiere, Rookie Blue promos will run in each hour of every program across the entire Canwest family of 18 channels.
To further fuel this momentum, an aggressive billboard campaign is blanketing Canada's three biggest markets: Toronto, Calgary and Vancouver. In Toronto, massive ads in Yonge/Dundas Square and the landmark corner of Yonge/Bloor are amongst the notable marquee locations.
And just in time for the summer blockbusters, Rookie Blue promotional trailers will run in theatres throughout the month of June. This tactic alone will score nearly two million impressions as moviegoers get a sneak peek of the summer's hottest new series before the most buzz-worthy movies including The A-Team, Knight and Day as well as The Twilight Saga: Eclipse.
Beyond the television and cinematic elements, a barrage of radio spots are scheduled to run in all the major markets in the weeks leading up to the premiere, in addition to an array of print ads in all the national dailies and display advertising on targeted websites such as TMZ, Perez Hilton, Yahoo! and AOL.
Plus, GlobalTV.com launched specially commissioned games branded to the series at www.GlobalTV.com/rookieblue/game. Visitors can test their own rookie skills with Training Beat, a group of seven original, police-themed games including crime scene examination, target practice, traffic control, speeding car pull-overs and suspect identification. Rookie Blue's already robust online presence will also include a collection of specially-created web vignettes featuring fictional character "Officer Stryker," who will take viewers behind the scenes of the rookie world as an extension of the series. As well, visitors can access character profiles and exclusive videos on www.GlobalTV.com/RookieBlue - the official Canadian Rookie Blue website.
Fans can also receive ongoing updates and interact with the show via all major social networking sites including Twitter (www.twitter.com/Global_TV) and Facebook.
Complementing the vast off-air, on-air and digital media elements of the campaign are promotional rookie cards - a collectable item featuring glossy photos and key facts about the series' rookies. These cards will be distributed in a targeted fashion to consumers, advertisers and press in the weeks ahead.
In tandem with the marketing efforts, Global's comprehensive publicity campaign involved an original press kit in the unique form of a police academy notebook distributed to print, online, radio and broadcast outlets across the county. Additionally, the network is actively leveraging the homegrown cast with a number of targeted publicity tactics including an integrated press junket to build awareness of the series and the up-and-coming stars.
All creative and media plans were developed in-house through the Canwest Creative Agency and Media Strategy teams.
Commissioned by Canwest and picked up by ABC Television Network during development, Rookie Blue (previously titled Copper) was developed by Thump Inc. and produced in partnership with leading indie studio and distributor, E1 Entertainment.
This highly-anticipated original series is a one-hour, 13-part drama that follows the lives of five inexperienced rookies thrown into the world of big city policing - where even the smallest mistake can have life-or-death consequences. Shot entirely on location in Toronto, Rookie Blue features a diverse lineup of Canadian actors including Missy Peregrym (Reaper, Heroes) as eager Andy McNally; Gregory Smith (Everwood) as thrill-seeker Dov Epstein; Charlotte Sullivan (M.V.P.) as ambitious Gail Peck; Enuka Okuma (24) as feisty Traci Nash; and Travis Milne (My Green House) as police poster-boy Chris Diaz. The series examines the trials and triumphs, competition and camaraderie of this rookie family who are about to learn that no amount of training can prepare them for this job - or for life.
Global Television is a Canwest Broadcasting network.
About Canwest Broadcasting
Canwest Broadcasting operates Global Television and 18 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, Family Restaurant, Holmes Inspection, Ice Pilots: NWT, 16:9, Re-Vamped 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), Canada's largest media company. In addition to owning the Global Television Network, operating 18 industry-leading specialty channels and having ownership in 5 specialty channels, Canwest is Canada's largest publisher of English language paid daily newspapers and owns and operates more than 80 online properties.
SOURCE Global Television
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