DISCOVERY CHANNELS PROMOTES SHARK WEEK
By Adnews Staff
Discovery Channel began a five-week promotional campaign on Monday for its upcoming "Shark Week." Fifty taxis in downtown Toronto have been fitted with shark fins on the roofs and vinyl decals on the rear windows. The campaign also includes outdoor billboards and transit shelter advertising in Toronto, Calgary and Edmonton. The billboards display jaw of a shark. The transit shelter ads resemble large shark tanks. Radio advertising in Toronto and Vancouver and print ads in Toronto, Ottawa, Calgary, Edmonton and Vancouver will also be used. The print ads make use of an updated Discovery Channel logo. The campaign's tagline is "Explore Your World." It was created in-house. Television commercials will run on CTV channels including CTV, TSN and Comedy Network. Discovery Channel hopes to attract viewers to the seventh annual theme week of programming, which will run from Sept. 15 to 20.