A CanWest MediaWorks Exclusive - E! Launches Multiplatform Marketing Blitz in Support of Canadian Network Launch



    'MEDIA DOMINATION' ROLLOUT TO FEATURE STRATEGIC MIX OF EXCLUSIVE OUTDOOR,
    PRINT, WEB AND RADIO INITIATIVES

    "SPOT THE E!" RADIO AND STREET BRAND AWARENESS LAUNCHES TODAY IN TORONTO

    CUSTOM CREATIVE TO INCLUDE 'TEASE' AND 'REVEAL' TIERS

    Details, Creative Samples:
    www.canwesttvmedia.com
    User: canwest / password: press

    CALGARY, Aug. 22 /CNW/ - CanWest MediaWorks today announced details
surrounding its innovative, multi-city marketing campaign in support of the
highly anticipated Canadian network launch of E! and its inaugural Fall
program schedule.
    Commencing today, running through network launch on Sept 7 and into
Fall '07, the E! Media Domination 2007 rollout represents one of the season's
most significant and aggressive marketing initiatives in Canada, featuring
breakthrough creative executions and an exclusive buy of the country's best
major market advertising properties.
    This strategic, multiplatform execution features E! as the sole
advertiser in a selection of the most sought-after locations and media outlets
in Toronto and Vancouver.
    "For months, viewers have been anxiously awaiting E!'s launch in Canada,"
said Walter Levitt, Senior Vice President of Marketing for CanWest MediaWorks.
"Our network launch will build on that buzz, using innovative media and
creative executions that captures the fresh, entertainment-based spirit of the
E! brand."

    E! 'MEDIA DOMINATION' 2007 HIGHLIGHTS INCLUDE:

    OUTDOOR: Beginning September 3, Canada's largest and most-travelled
transit system, the Toronto Subway - will feature innovative multi-surface
applications as E! exclusively takes over the inside of the key commuter hubs
at the Eglinton and St. George Stations.
    Creative will feature a 'tease/sneak peek' campaign - introducing both
the network brand and key primetime franchises - running through September 6.
On September 7th, creative in all locations will transition to a 'full
reveal', to celebrate the network's launch day.
    Similarly, the high volume York and Yonge Street tunnels into downtown
Toronto will set the pace, showcasing the E! tease and reveal theme, beginning
August 27.
    Custom E! creative will also take over the landmark Sears board at
Toronto's Eaton Centre, a high-impact digital and static board on the Gardiner
Expressway, in addition to hundreds of billboards across the GTA.

    PRINT: On Saturday, September 8, the Toronto Star will be 'wrapped' by
E!. In addition, throughout the Toronto International Film Festival E! ads
will dominate Toronto's commuter daily, Metro.

    RADIO/STREET: In partnership with Toronto radio station Z103.5 FM, a
city-wide "Spot the E!" contest launches today. For three consecutive weeks, a
12-foot, 3D E! will travel to three undisclosed Toronto locations. On-air
promo will drive listeners to be on the lookout to spot the E! and log on to
the station website to fill out a contest form for the chance to win E! prize
packs and tickets to the VIP E! launch party on Friday, September 7. The
initiative is supported by street teams who will hand out posters on-location
weekly to create additional reach/exposure and promote launch awareness.
    Additionally, radio campaigns in key markets will begin September 10 and
run throughout Fall.

    All creative and media plans were developed in-house by the E! Marketing
department in Calgary.





For further information:

For further information: Media Contact: Nicole Starker, (403) 235-7743,
nstarker@eentertainment.ca

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