DISCOVERY CHANNEL HEADS FOR THE BIG SCREEN
By Adnews Staff
Toronto-based Discovery Channel is using cinema advertising as part of an ad campaign for the first time. The new campaign is designed to promote Discovery's sixth annual Eco-Challenge coverage premiering nationally on the channel April 9 through 12. The 60-second cinema spot was created in-house by Discovery and is scheduled to run in more than 200 Famous Players theatres in the Greater Toronto Area for one month beginning this Friday. The cinema spot will be supported with radio advertising in the Toronto, Ottawa, Winnipeg, Calgary, Edmonton and Vancouver markets, national print advertising in television listings books and on-air promotion. The supporting radio and print advertising was created by Enterprise Creative Selling. The media buy was handled by Thompson-Enterprise Media. Both companies are based in Toronto. Steve Rayment, director of advertising and communications for Discovery Channel, said the campaign is designed to drive viewership and entice viewers to the Eco-Challenge premier. The Eco-Challenge is a multi-sport adventure race with teams of four from 31 countries competing in a 318 kilometre course.