AWARENESS CAMPAIGN FOR TSN NOW PLAYING
By Adnews Staff
Toronto-based sports network TSN is launching a new awareness building advertising effort in the Toronto and Calgary markets. The campaign, which began rolling out on Monday, is promoting TSN's major live event coverage, news programming and Web site (http://www.tsn.ca) using radio, print and online advertising. The campaign will also extend outdoors to billboards, marking the first time the network has used this type of medium in its advertising initiatives. According to the network, a common thread in all advertising creative will be a focus on its personalities. Billboard executions will be supporting the network's news and information program Sportsdesk and print and radio ads on game days will promote Maple Leafs and Canadiens hockey, NBA Basketball and NFL Football. The campaign is initially running for five weeks. It will return in the spring in the Toronto and Vancouver markets for an additional four-weeks. Advertising is targeting TSN's core audience comprised predominantly of men 18-49 years of age and was created in-house. Media buying was done by The Media Company of Toronto.