WITH INTEGRATED FALL MARKETING CAMPAIGN
"KITTNAPPING" LAUNCHES CONTEST TO WIN MUSTANG GT COUPE OR MIO KNIGHT
ATTN. EDITORS: FOR VISUAL MATERIALS ON THIS CAMPAIGN visit:
User ID: canwest/Password: press
TORONTO, Sept. 16 /CNW/ - E!, Canada's destination for Everything
Entertainment, launches its fall marketing campaign this week and focuses on
the highly anticipated premiere of 80's icon Knight Rider (Wednesday,
September 24 at 8pm ET/PT). The campaign also highlights the launch of two new
comedy series Worst Week (Monday, September 22) and Kath & Kim (Thursday,
October 9) as well as returning fan favourites: Extreme Makeover Home Edition
(Sunday, September 28), The Biggest Loser - Families (Tuesday, September 16),
How I Met Your Mother (Monday, September 22) and My Name is Earl (Thursday,
To accelerate the steadily building buzz around the premiere of the
Knight Rider series, last week E! Everything Entertainment brought the star of
the show, the new and improved KITT, to a number of high profile events and
heavy traffic locations in Toronto including the Virgin Music Festival, where
fans were able to have their picture taken with the legendary car. Last
Friday, the final day of KITT's celebrity tour, crowds of Knight Rider
enthusiasts were left stunned when a man ran out of the crowd, dove into KITT
and screeched off. Intense speculation spread across news outlets and viral
communities promoted by links to YouTube with audience cell phone footage of
the "KITTnapping" action. And now E! is looking for help to find KITT.
Toronto's "KITTnapping" officially launched a unique viewer engagement
promotion whereby fans have a chance to win a brand new Mustang GT Coupe or a
number of limited edition Mio Knight Rider GPS units simply by identifying
where KITT's been spotted.
E! is also looking to the public to post their sightings of KITT at
eonline.com and watch E! for updated dialy KITT sightings. Viewers will be
encouraged to enter their sightings once daily at eonline.com and during the
Wednesday, September 24th premiere episode of Knight Rider, when one lucky fan
will walk away with a brand new car!
The integrated fall off-air campaign kicks off this week in the major
markets of Toronto, Calgary and Vancouver and includes:
- Subway hub station domination - six key station platform pillars will
be dominated with key E! show messaging to take advantage of large
traffic flow hubs with multiple impression messaging. Launches: week
of Sept 15th x 4 weeks.
- Subway station pillars layered with cherry picked, horizontal
billboards located within proximity to these key high traffic subway
stations to reach commuters upon entry and exit. Launches: week of
Sept 15th x 4 weeks.
- Large space ads in Metro commuter paper provide further impact and
dominate commuters with messaging for key programs; Knight Rider,
Extreme Home Makeover, The Biggest Loser, How I Met Your Mother, My
Name is Earl.
- Horizontal billboards launch week of September 15th x 4 weeks along
with a wrap of the Calgary Herald on September 22nd creating
awareness of all new and returning E! signature hits like Knight
Rider, Extreme Home Makeover, The Biggest Loser, How I Met Your
Mother, My Name is Earl.
Other Media Support:
- Aggressive weight levels of radio in Toronto, Vancouver & Calgary,
will compliment the media efforts starting the week of September 15th
x 10 weeks
- In addition to large space ads in newspaper in all markets (Toronto,
Calgary and Vancouver); E! has IPG ads in Alberta and BC to
communicate the premieres of key programming.
- Rounding out this integrated support campaign will be the cross
promotion of key E! shows on all Canwest web properties to ensure
breadth of coverage.
This year promises non-stop excitement, action and hilarity with the
hottest series of the season on E!. And don't forget to visit eonline.com for
all your entertainment news and information with the latest breaking news in
About Canwest Broadcasting:
Canwest Broadcasting operates two conventional television networks,
Global Television and E!, and twenty of the country's most popular specialty
channels, including HGTV, Mystery TV, National Geographic Channel, Showcase,
Slice(TM) and TVtropolis. Canwest Broadcasting is a division of Canwest Media
About Canwest Media Inc.
Canwest Media Inc is a subsidiary of Canwest Global Communications Corp.
(www.canwest.com; TSX: CGS and CGS.A). An international media company, Canwest
is Canada's largest publisher of paid English language daily newspapers and
owns, operates and/or holds substantial interests in conventional television,
out-of-home advertising, specialty cable channels, web sites and radio
stations in Canada, New Zealand, Australia, Turkey, Indonesia, Singapore, the
United Kingdom and the United States.
For further information:
For further information: For media inquiries, please contact: Caroline
Lennox, Director of Publicity, Conventional Networks, Tel: (416) 934-7843,
email: email@example.com; Nicole Starker, E! Publicist, Tel: (403) 235-7743,