CORUS BEGINS CAMPAIGN FOR DOCUMENTARY CHANNEL
By Adnews Staff
Toronto-based Corus Entertainment has begun a new advertising campaign for its Documentary Channel which launched on Sept. 7. The campaign targets viewers between 18 and 45 years of age, attempting to attract them to the digital service. Created by Young & Rubicam, the campaign uses the tagline "Television that tells the truth." The first of two phases began late last month, aiming to establish awareness of The Documentary Channel through a series of ads in publications including the Edmonton Vue Weekly, Calgary Fast Forward Weekly, Ottawa X Press, Winnipeg's Uptown Magazine and Vancouver's Georgia Straight as well as ads on transit shelters, in subway stations and through street postings. Ads in The Globe and Mail promote the channel's programming. The second phase of the campaign, to begin in late December, will include two 30-second television spots running on Corus properties such as CMT and WTN as well as a new series of posters. The second phase of the campaign is designed to highlight the channel's programming with visual examples of the shows aired on the network.