National Marketing Campaign Rolls Out In Support Of Fall Programming
Campaign Includes Significant Out-Of-Home And On-Air Support
Unique On-Site Activation At Union Station For The Blacklist
TORONTO, Sept. 20, 2013 /CNW/ - With more laugh-out-loud comedies and more captivating dramas, Global Television unveils a strategic marketing blitz in support of its fully-loaded fall schedule. The comprehensive four-week national campaign drives awareness and tune-in to a combination of Global's top returning hits plus the addition of an unbeatable lineup of new series.
Targeting Adults 18-49, Global's campaign highlights the abundance of programming available on the channel through the use of compelling on-air promos and striking off-air executions. The central theme and tagline "get ready for more," is woven throughout the campaign and reinforces Global as the prime destination for television's best series. The individual programs are promoted using creative that showcases the series' big-name stars and the consistent use of "more…" across all executions. The robust media strategy complements the creative concept by selecting high-traffic placement where there is space to house consecutive creative.
"We wanted to be in the market with a campaign that clearly and aggressively showcases the enormous amount of programming coming to Global and the star power attached to each series," said Jason Keown, Senior Director of Marketing, Global Entertainment. "The end result is a cohesive and electrifying campaign that is going to energize viewers and get them psyched for our fall lineup."
Anchoring the fall campaign is a bold and intriguing execution in support of the season's most anticipated premiere, The Blacklist. People walking through Union Station will notice a mysterious large-scale installation containing thousands of names, with directive to visit www.offthelist.org to see if their name is included. For every name removed online, a name is crossed off with black marker on-site at Union Station. After a week of mystery and intrigue, the blacked out names come together to form the words "The Blacklist" and The Blacklist's airdate - Mondays at 10 on Global. The stunt will be followed by a full station domination.
Another focal point of the out-of home campaign is an expansive subway takeover at Bloor station. Dominating the subway station are creative executions for all of Global's primetime series. In addition to the domination, the Global campaign has an impressive presence above and below street level with impactful billboards, subway platform posters, digital boards, elevator advertisements and bus kings.
All series are receiving significant on-air, digital and radio support. The radio buy includes 30-second spots across multiple top radio stations nationally. The digital buy includes targeted placement of pre-roll and standard ad units across entertainment sites and rich media takeovers on Songza, YouTube and in-image ads. The on-air elements include cross promotion across the Shaw Media specialty channels and IPG.
The marketing campaign extends into print advertising with full-page advertisements running nationally.
The marketing campaign and materials were developed in-house by Shaw Media's Marketing team. The Blacklist stunt was created in conjunction with Rethink.
Global Television is a Shaw Media Network
About Shaw Communications Inc.
Shaw is a diversified communications and media company, providing consumers with broadband cable television, High-Speed Internet, Home Phone, telecommunications services (through Shaw Business), satellite direct-to-home services (through Shaw Direct) and engaging programming content (through Shaw Media). Shaw serves 3.3 million customers, through a reliable and extensive fibre network. Shaw Media operates one of the largest conventional television networks in Canada, Global Television, and 19 specialty networks including HGTV Canada, Food Network Canada, HISTORY® and Showcase. Shaw is traded on the Toronto and New York stock exchanges and is included in the S&P/TSX 60 Index (Symbol: TSX - SJR.B, NYSE - SJR). For more information about Shaw, please visit www.shaw.ca.
Video with caption: "Video: Global's Unique on-site activation at Union Station for The Blacklist". Video available at: http://stream1.newswire.ca/cgi-bin/playback.cgi?file=20130920_C9251_VIDEO_EN_31124.mp4&posterurl=http://photos.newswire.ca/images/20130920_C9251_PHOTO_EN_31124.jpg&clientName=Global%20Television&caption=Video%3A%20Global%27s%20Unique%20on%2Dsite%20activation%20at%20Union%20Station%20for%20The%20Blacklist&title=GLOBAL%20TELEVISION%20%2D%20Get%20ready%20for%20more%20this%20fall%20on%20Global&headline=Get%20Ready%20For%20More%20This%20Fall%20On%20Global
SOURCE: Global Television
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