ALLIANCE ATLANTIS PROMOTES NEW DIGITAL LINE-UP
By Adnews Staff
Toronto-based Alliance Atlantis is promoting its new line-up of digital channels with 30-second TV spots. Discovery Health Channel, National Geographic, BBC Canada, Showcase Action and Showcase Diva all go live on September 7. In an attempt to build the brand of each individual channel, Alliance Atlantis began running pre-launch promo spots earlier this month for each of the new digital channels on its existing television properties including HGTV Canada, Food Network Canada, Life Network and Showcase. Image campaigns beginning on September 7 will continue to promote the Showcase Action and Showcase Diva brands, which carry the Showcase name but are comparatively new commodities, according to Janet Eastwood, executive vice-president of marketing, communications and creative services for Alliance Atlantis Broadcasting. A series of spots for Showcase Action take place at the channel's fictional headquarters where employees jump through windows or climb up elevator shafts to get to the office. Showcase Diva, aimed at "sassy, stylish, empowered woman," will use a series of animated spots based on 16 original illustrations from Jason Munger to establish its on-air look. All promotional spots and image campaign for Alliance Atlantis' digital channels were created in-house.