CORUS PROMOTES MOVIE CENTRAL SERVICE WITH DIRECT MAIL CAMPAIGN
By Adnews Staff
Corus Entertainment will promote Movie Central, its pay-TV service in western Canada, with a direct mail campaign created by Bimm Communications of Toronto. During the first week of March approximately one million direct mail pieces will go out to households in the four western provinces. The mailer will offer a "free view" of the Movie Central service between March 7 and March 9. Potential new subscribers will receive one of two pieces that have been created. The first will be sent to digital TV customers who do not currently subscribe to the Movie Central service. The second will be sent to households with the "propensity" to purchase a digital system, according to Corus. The direct mail effort will be supported with an online contest at <http://www.moviecentral.ca>. Companies participating in the campaign, including Shaw, Star Choice and Bell ExpressVU, will also promote Movie Central with special promotional offers including a free month of the service and a three-month discount for new subscribers.