Powerful new logo, on-air look, marketing campaign and programming debut
August 31, 2009
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TORONTO, Aug. 28 /CNW/ - Beginning August 31, Showcase - Canada's prime
specialty television destination for dramatic entertainment - launches a bold
new logo and on-air look as well as a national consumer marketing campaign.
The campaign coincides with a Fall schedule jam-packed with top-rated network
dramas, hit blockbuster movies and the best exclusive cable programs.
Over the last year Showcase has evolved its programming strategy to
include more hit series such as House and Numb3rs and more popular movie
titles, which has resulted in strong growth. With the addition of Bones - made
available for the first time in strip - NCIS and a new season of Weeds, the
evolution of Showcase culminates this Fall, supported by all-new branding and
an extensive campaign that underscores the channel's enthusiasm for top
programming. With the objective of broadening its appeal among both men and
women, the new Showcase will be positioned as the home of bold hits.
Showcase's new logo and on-air look reflect the channel's big and bold
sensibility. The logo has shed its dark feel for a design that is clean,
contemporary, and like the new programming, too big to be contained. The
logo's distinctive new shape and motion anchors all of the on-air elements,
from station ID bugs to advertiser billboards. And while the new look uses a
dramatic new colour scheme, the logo's clear and monolithic presence enables
it to stand out anywhere.
"The inspiration for Showcase's logo and on-air look came from the
channel's versatile and top-notch roster of content," said Kevin Watson,
Creative Director, Canwest Broadcasting. "With that in mind we were able to
conceptualize and produce branding that is a direct reflection of the channel
itself - bold, adaptable and larger than life."
Major Fall advertising campaign
To introduce the new brand and schedule to viewers, Showcase is launching
a striking multi-media promotional campaign. Targeting adults 25-54 primarily
in Toronto, Ottawa, Vancouver, London and Kitchener, the extensive four week
campaign will reach new and current viewers through on-air, out of home,
radio, print, IPG and online advertising.
With the overall message that "Showcase is the home of bold hits" the
campaign centres on three top television properties, Weeds, House and Bones,
and blockbuster movie titles, but is designed to celebrate the new logo -
making it the focal point in all print, on-air and out-of-home efforts.
Throughout the various creative executions, the logo embodies characteristics
of the promoted shows in surprising and unique ways. For example, out of home
and print advertisements promoting Weeds feature an image of the series' star
Mary-Louise Parker paired with the new logo in a plastic baggy meant to
resemble a bag of weed. For House, star Hugh Laurie is paired with the
Showcase logo made out of prescription pills.
"With this new branding we are cementing Showcase's position as a
powerhouse of dramatic content. The updates build on the channel's legacy and
trademark sense of humour while propelling it to the next level by making the
brand bigger and bolder. The Fall campaign captures the playfulness and clever
nature of the channel that makes us so popular with consumers and advertisers
alike," said Muriel Solomon, Vice President, Marketing Strategy, Specialty,
Two unique creative executions
Showcase's out of home efforts also include a subway domination at
Toronto's St. George Station. From pillars to stairs and platform posters,
over 100 pieces of specially designed creative will promote the new logo,
Weeds, House, Bones and big-ticket movie titles such as Pursuit of Happyness
and Fantastic Four: Rise of the Silver Surfer.
As a unique component to the out-of-home portion of the campaign,
Showcase is bringing the creative to life with three-dimensional vertical
billboards of the print creative at multiple locations across Toronto.
The online accompaniment to the channel, showcase.ca will be updated to
provide more content and reflect the refreshed bold attitude. Plans for
showcase.ca include more full episode streaming of popular dramas, access to
behind-the-scenes footage and exclusive webisodes of Showcase originals,
show-specific sites and the Showcase blog - a creative daily take on the
worlds of TV, film, gaming and all things pop culture.
Showcase's new logo and on-air look were designed entirely in house by
Canwest's award-winning Creative Agency. Media buying was handled by Canwest's
internal Media Strategy team.
About Canwest Broadcasting:
Canwest Broadcasting operates two conventional television networks,
Global Television and E!, and eighteen of the country's most popular specialty
channels, including HGTV, Mystery TV, National Geographic Channel, Showcase,
History Television, Food Network and TVtropolis. Canwest Broadcasting is a
division of Canwest Media Inc.
About Canwest Originals:
Canwest is the proud home of the most diverse slate of Canadian Original
programs across the Dramatic, Lifestyle and Entertainment genres. As a
steadfast supporter of the Canadian production community, Canwest is dedicated
to bringing the best of the country to audiences nationwide - including award
winning shows such as; The Guard, Howie Do It, Sarah's House, Holmes on Homes,
X-Weighted, Kenny vs. Spenny, and the nation's number one entertainment
newsmagazine Entertainment Tonight Canada.
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 and web sites in Canada, New
Zealand, Australia, Indonesia, Singapore, the United Kingdom and the United
For further information:
For further information: Jessica Gold, Publicist, Dramatic Channels,
(416) 967-3110, firstname.lastname@example.org; Amy Waters, Marketing Strategy Manager,
Dramatic Channels, (416) 934-7079, email@example.com