Astral launches a national multiplatform consumer advertising campaign

MONTREAL, Nov. 28, 2011 /CNW Telbec/ - Astral (TSX: ACM.A ACM.B) today launched a vast nationwide advertising campaign to build and increase consumer awareness of its exciting and highly diversified programming offering and its solid slate of sought-after multiplatform entertainment brands.

The humorous campaign is deployed in English and French from coast to coast on Astral's television services, radio stations, out-of-home advertising faces and websites. It boasts the signature Switch off the ordinary, speaking to the slate of emotions that our programming ignites.

"More than ever, today's consumer seeks a diversified, multiplatform and premium quality content proposition. This is precisely what Astral's brands and programming choices now offer," said Ian Greenberg, Astral President and Chief Executive Officer. "Our campaign sends a strong message that Astral and its properties are the ultimate destination for a variety of programming whether it's humour, movies, popular series, music and exclusive interviews, fashion, youth and much more."

The five 30-second television executions (2 in English, 3 in French) feature funny conflicting roles where a company president resigns from his job to "save the world" disguised as a superhero; a grandmother goes on tour dolled up as pop star; and mechanics turn into sophisticated fashion critics. In radio, a full slate of different sound bites are used to showcase the broad diversity of programming offered by Astral's properties. Finally, in out-of-home advertising, three consumers are propelled out of their everyday clothing dressed as young superheroes, pop stars or gladiators.

This campaign is a key component of a broader company-wide strategy to provide consumers with regular programming recommendations that are complementary to their interests, while providing them with the opportunity to discover the full slate of brands and programming possibilities that are offered by the Astral family from coast to coast.

Astral - Derev Antikacioglu, Véronique Desroches, Hugues Mousseau

Strategic planning
Alain Bergeron, President
Michel Mergaerts, Strategic Planner
Consulting service
Nataly Lemyre, Account Supervisor
Étienne Bastien, VP, Creative Director and Copywriter
Jonathan Rouxel, Co-Creative and Art Director
Carole Beauchamp, Digital Production
Frédérique Bissonnet, Print Production
Marc Bilodeau, Digital Imaging
Maxime England, Digital Imaging
Television production house:  Cinélande
Director:  Jean-Michel Ravon
Photo Director:  Steve Danyluk
Producer:  Geneviève Cayer
Music:  Apollo
Scoring:  Sonart
Print production house:  La Cavalerie
Photographer:  Jean Malek
Producer:  Marie-France Lemay

Founded in 1961, Astral is one of Canada's largest media companies. It operates several media properties—pay and specialty television, radio, out-of-home advertising, and digital media properties—among the most popular in the country. Astral plays a central role in community life across the country by offering diverse, rich and vibrant programming that meets the tastes and needs of consumers and advertisers alike. To learn more about Astral, go to


For further information:

Hugues Mousseau
Director, Corporate communications and Synergies
Astral Media Inc.
514 939-5000

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