- Far-reaching national campaign includes extensive outdoor, radio
and online promotion -
- Electric on-air promos on high-rotation across multitude of CTVgm
- Toronto subways, buses and streetcars are "dancified" with
specially-designed wraps -
- Street Teams bring the dance party to the people on September 11 -
TORONTO, Aug. 26 /CNW/ - Putting its best foot forward, CTV today
announced its biggest promotional campaign ever for a television series on the
network. Beginning September 1, CTV will roll out an extensive national
multi-platform promotional campaign supporting the highly-anticipated premiere
of So You Think You Can Dance Canada. Creating a strong presence for the
series on air, online and in cities across the nation, the electrifying
campaign is designed to generate buzz for the series, drive viewer awareness
and potentially inspire Canadians to dance!
(xx) Media Note (xx) - Download new photos for So You Think You Can Dance
Canada at ctvmedia.ca/dance2008.
Premiering Thursday, September 11 at 8 p.m. ET on CTV, and with an encore
presentation on Sunday, September 14 on MuchMusic, (go to ctv.ca and
muchmusic.com to confirm local broadcast times), So You Think You Can Dance
Canada showcases a hotbed of dancing talent determined to waltz, tap, krump
and cha cha into the hearts of Canadians across the country.
Starting Monday, the widespread outdoor, radio and online promotional
activities will be visible in major markets across Canada, including Toronto,
Vancouver, Calgary, Edmonton and Montreal. Already in high rotation on the
vast array of CTVglobemedia's channels, the latest high-energy on-air promo is
just the start of an extensive rollout for the premiere.
"People can't stop talking about So You Think You Can Dance Canada," said
Susanne Boyce, President, Creative, Content and Channels, CTV Inc. "Coming off
the record-breaking season for the American version of this hit international
format, we're hoping to capitalize on the dance fever taking over the nation
with this comprehensive campaign."
"We are rolling out the promotional red carpet for So You Think You Can
Dance Canada," said Rick Lewchuk, Senior Vice-President, CTV Creative Agency
and Brand Strategy. "Due to the strength of the top-rated CTV schedule, we
have a unique opportunity to focus our firepower during fall launch on the one
new series everyone's talking about."
Across Canada, the So You Think You Can Dance Canada campaign boasts
eye-catching advertisements peppered across major cities in multiple
provinces. Always on the move, hundreds of bus billboards will be spotted in
three major Canadian markets including Toronto, Calgary and Edmonton. Dynamic
transit shelter ads will be unveiled in key markets Toronto, Vancouver and
Montreal. Off the street and on the dial, the promotion continues with a radio
buy of 30-second spots in Toronto, Vancouver, Calgary, Edmonton, Montreal and
Quebec City. Furthering its presence across the nation, the So You Think You
Can Dance Canada campaign is rounded out by a national online buy through
In Toronto specifically, public transit gets "dancified," with the
station domination branding of Union Station, the inside of six subway cars
and completely wrapping two subway cars. Additionally, a classic Toronto
streetcar is branded as the new Toronto "Dance Car," with custom-made
wrapping. The promotional party continues as large billboards are being
unveiled in the heart of the city at Yonge and Dundas Square, Young and Bloor,
and the Hydro Plant board at Front and John streets along with a painted mural
at Queen and John Streets.
Then, as the nation prepares for the premiere on September 11, So You
Think You Can Dance Canada Street Teams and interactive branded vehicles will
get the dance party started as groups of dancers target high traffic areas in
Toronto, Montreal, Calgary, Edmonton and Vancouver.
The campaign was designed and executed by the CTV Creative Agency.
So You Think You Can Dance Canada is based on the Emmy Award-winning
smash hit series created by Simon Fuller and Nigel Lythgoe that premiered in
2005. Canada joins the United States, Australia, Norway, Denmark, Greece,
Poland, Turkey, Germany, Malaysia, New Zealand, South Africa and Israel as
markets with an original So You Think You Can Dance production.
So You Think You Can Dance Canada was created by Simon Fuller and Nigel
Lythgoe, and is produced in association with CTV by Danse TV Productions.
Sandra Faire and Trisa Dayot are Executive Producers. Ed Robinson is Executive
Vice-President, Programming, CTV Inc. Susanne Boyce is President, Creative,
Content and Channels, CTV Inc.
About Danse TV Productions
Sandra Faire, acclaimed as one of Canada's leading variety producers, is
also a vice-chair of the National Ballet of Canada and a cabinet member of
Grand Jeté for the National Ballet School. Ms. Faire, along with Trisa Dayot
and senior producers Bronwyn Warren and Millan Curry-Sharples, will helm So
You Think You Can Dance Canada. The team has produced an impressive array of
Canadian award-winning programs seen in Canada and the U.S., including
Amanda Marshall for SONY and Rita MacNeil's Celtic Celebration, which aired on
CTV and PBS. Both specials won awards in the U.S. and Amanda Marshall won a
Gemini Award for Best Performance. Rita MacNeil's Celtic Celebration was CTV's
highest-rated Canadian special in 1998, with over 1.6 million viewers.
Additionally, Rita MacNeil's Christmas, which aired on CTV and PBS, was CTV's
highest-rated Canadian special for the year 2000 with 1.75 million viewers,
outdrawing all other music specials that year. Their most recent variety
special, The Rankin Family Reunion, will air later this year on CTV. Ms. Faire
still holds the record for the highest-rated variety special in Canadian
television history, Anne Murray's Family Christmas, which garnered a 43 per
cent share on CBC with 4.2 million viewers. Joining the team for So You Think
You Can Dance Canada is producer Janet Lavack.
About 19 Entertainment
Simon Fuller's 19 Entertainment is recognized as a leading creator,
provider and promoter of globally successful music based entertainment, or
"entertainment brands". The company has attracted a unique collection of
expertise in people who work together to integrate and leverage activity
across television, film, touring, merchandising, music publishing, recording,
artist/writer and producer management, sponsorship and promotion. Simon Fuller
is the most successful British music manager of all time having sold over
116 million CDs in North America alone, and is known as the creator of
American Idol, the most valuable TV format in the world with an estimated
value in excess of $2.5 billion.
About dick clark productions
Founded in 1957, dick clark productions has grown to become a leading
independent producer of a wide range of TV programming for broadcast/cable
networks, distributors and advertisers. The Company has produced thousands of
shows and specials in all genres and for all day parts, including such
perennial hits as Dick Clark's New Year's Rockin' Eve, the American Music
Awards, the Golden Globe Awards, the Bloopers specials and series, the Daytime
Emmy Awards, the Academy of Country Music Awards and the recent Disney's
American Teacher Awards, among others. The Company also is a leading creator
of award-winning communications experiences from live events and meetings to
integrated marketing programs for major corporations.
As the No. 1 Canadian brand for teens and young adults, MuchMusic is an
integral part of today's pop-culture landscape. Live performances and
interviews with the best Canadian and international artists, and celebrity
guests put fans in the centre of the action making MuchMusic's acclaimed
street level Toronto headquarters Canada's epicentre of celebrity. A
multi-platform Canadian icon, MuchMusic.com is a favourite destination for
youth delivering music videos, user-generated content site and more. MuchMusic
spotlights homegrown talent through original productions and nurtures the
Canadian music video production industry through its annual, multi-million
dollar contribution to VideoFACT. MuchMusic is available in 8.2 million
households across Canada via cable, satellite, and mobile. For more
information, go to muchmusic.com. MuchMusic is a division of CTV Limited.
About CTV Inc.
CTV, Canada's largest private broadcaster, offers a wide range of quality
news, sports, information, and entertainment programming. It has the
number-one national newscast, CTV National News With Lloyd Robertson, and is
the number-one choice for prime-time viewing. CTVglobemedia Inc. is Canada's
premier multi-media company which owns CTV Inc. and The Globe and Mail. CTV
Inc. also owns radio stations across the country, and leading national
specialty channels. Other CTVglobemedia investments include an interest in
Maple Leaf Sports and Entertainment, and in Dome Productions, a North American
leader in the provision of mobile high definition production facilities. More
information about CTV may be found on the company website at www.ctv.ca
For further information:
For further information: Amanda Rinaldo, CTV Inc., (416) 332-5325 or
firstname.lastname@example.org; Allie Page, CTV Inc., (416) 332-4596 or email@example.com