Marketing Plan Campaign Includes Unique Contests and Prizing
TORONTO, Nov. 5, 2012 /CNW/ - Building on the buzz and excitement generated through its first year on air, Global Toronto today launched a new and innovative advertising campaign for The Morning Show. Rolling out this week, this new marketing plan utilizes a mix of traditional tactics and original stunts that emphasize the show's energy, while providing viewers with the incentive to tune in and make their mornings better.
Airing weekdays from 6-9am, The Morning Show is fun, upbeat and provides viewers with engaging conversation on the news of the day, as well as interviews with top celebrities and thought leaders. Led by Liza Fromer, The Morning Show sets itself apart from the competition by focusing on content and interviews that are warm, thoughtful and most of all, relatable.
"From the very beginning, The Morning Show has provided viewers with a fresh and engaging alternative to the typical morning news viewing experience," says Jamie Schouela, Vice President, Marketing, Shaw Media. "This campaign is keeping with the overall spirit of the program."
To capture the essence of The Morning Show's format, Global Toronto has developed a mix of tactics revolving around one central tenet; 'we can't make you a morning person, but we can make your mornings better'. To convey this message, Global Toronto has launched a traditional out-of-home campaign focused on the challenges most adults face when preparing for the day, with creative pieces incorporating these challenges being featured on bus kings and TSAs throughout the GTA. Global Toronto will further support this campaign with standard 15 and 30 second on-air promos that incorporate the same themes and creative. This promo will also be placed as pre-roll on relevant news, editorial and city websites, and will be geo-targeted to GTA-based audiences.
Taking this notion one step further, Global Toronto, along with marketing agency Mosaic, have created a series of guerilla giveaways. From Today to Friday, street teams decked out in The Morning Show-branded apparel will fan out across the GTA and intercept commuters and pedestrians, and provide them with unique giveaways to make their mornings better. These include covering fares for GO Transit and TTC riders, paying for daily commuter parking spots around the city, and offering to pick up breakfast tabs in restaurants. Street teams will also be offering grocery store gift cards, and offering to carry bags, open doors and help lend a hand to weary morning commuters.
"With this campaign we wanted demonstrate that we understand our core demographics' mornings - be it the hurried business professional rushing to work, or the parent frantically packing lunches for their kids - and the trials they sometimes have to go through to make it out the door," says Sherida German, Senior Director of Marketing, Global News. "By offering a thoughtful, helpful reprise, we're presenting The Morning Show as the light, fun and intelligent bright spot to an otherwise hectic morning routine."
This theme will be incorporated into a special in-show on-air contest beginning today. Dubbed The Morning Show Makes Your Mornings Better, the contest asks viewers to describe their mornings, and explain how The Morning Show can help make this routine better. Winners will be announced on-air every Monday for three weeks beginning November 19th. Prizes could include executive limo rides to-and-from work; hair and makeup done at home by a professional stylist; a free at home personal trainer, and lunches delivered to children at school. Contestants are asked to log on to The Morning Show's webpage, and follow the appropriate links to enter.
Global 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 3.4 million customers, through a reliable and extensive fibre network. Shaw Media operates one of the largest conventional television networks in Canada, Global Television, and 18 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.
SOURCE: Shaw Media
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