DISCOVERY CHANNEL BEGINS CAMPAIGN FOR CONSTRUCTION SERIES
By Adnews Staff
Discovery Channel has begun a promotional campaign for its "Frontiers of Construction" television series. Running until Feb. 16 in Toronto and Calgary, the campaign was created and developed in-house. The first component involves "construction crews" wearing branded "Frontiers of Construction" gear such as hard hats, tool-belts and vests. The two six-person crews, one for each city, install posters and distribute Discovery Channel program schedules and magnets to pedestrians. The second component of the campaign makes use of dump trucks towing branded flatbeds loaded with Excavator digging machines. The trucks travel each city's downtown core, meeting with the construction crews once each hour. The final component of the campaign consists of radio tags and television spots on Discovery Channel and other CTV networks. Print ads in television books in Toronto, Vancouver, Calgary and Edmonton are also promoting the show. "Frontiers of Construction" is currently in its third season. The television series visits various construction sites.