PICKETERS GATHER IN KEY MARKETS WITH EERIE PREDICTION
'DARKNESS IS COMING'
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TORONTO, Sept. 17 /CNW/ - Global has been preparing for the fall premiere
of one of its biggest returning series, Heroes (Monday, September 22 -
9pm ET), with an integrated marketing campaign to appeal to both the legions
of Heroes fans and to entice new viewers to tune-in. Focused on the key
markets of Toronto, Vancouver and Calgary, the campaign has been building on
this season's central theme of villains and the rise of evil.
"This season's intriguing storyline of good vs. evil was the foundation
for our creative direction," commented Jamie Schouela, VP Marketing Strategy,
Global. "We have been able to successfully deploy this across a wide range of
innovative promotional platforms from online (www.darknessiscoming.ca) to
on-air, protesters to placards."
From August, the 'DARKNESS IS COMING' tagline has headlined on-air and
online promotion, with 10 second teasers leading up to 30 second reveal ads
spotlighting three central characters. Loyal fans are now feverishly
anticipating which of their favourite characters is truly good and which will
ultimately embrace evil as this new season plays out.
In addition to their network broadcast, the creative spots have had a
special 'theatrical' airing in movie theatres during this month of September
as they play just before the film trailers begin. The 'DARKNESS IS COMING'
premonition dramatically comes true as movie audiences are then plunged into
Today marks another layer to the consumer campaign as high traffic areas
at peak times across the three markets will be picketed by protesters bearing
hand-made placards again underlining the ominous tagline 'DARKNESS IS COMING'.
They will also distribute face masks of the key 'evil' character Sylar.
To further pique the interest of loyal fans, Global partnered up with The
National Post and Virgin Radio to host an exclusive 'sneak peek' of the
two-hour special premiere episode. Over 250 consumers and VIPs in Toronto
attended last night's event hosted by social satirist Shinan Govani, Virgin DJ
Kella and ET Canada's Senior Reporter Rosey Edeh with a special pre-taped
message to the audience from creator Tim Kring.
Additional Promotional Activity:
- A two phase tease-and-reveal hoarding poster campaign in the major
markets showcasing the 'DARKNESS IS COMING' tagline, eventually
unveiling 'Sylar' image and Heroes tune-in details on Global.
- On-air and online campaign targeted existing viewers of the show with
the enticing tagline 'DARKNESS IS COMING' in a series of 10, 20 and
30 sec spots since August.
- :30 radio ads and print ads are running nationally in the run up to
the series return.
- Ads on the Captivate elevator network and Prevue Interactive Program
guides are additionally running in three key markets during the week
All creative and media plans were developed in-house through the Canwest
Creative Agency and Media Strategy teams.
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.
/NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
the CNW Photo Network and archived at http://photos.newswire.ca.
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website at http://photos.newswire.ca. Images are free to accredited
members of the media/
For further information:
For further information: For media inquiries, please contact: Caroline
Lennox, Director of Publicity, Conventional Networks, (416) 934-7843,