HGTV RELEASES SPRING CAMPAIGN
By Adnews Staff
Home and garden specialty channel HGTV will break a promotional campaign today intended to give the station a fresh look for spring. The campaign, a modification of the channel's ongoing promotional efforts, will present the hosts of various HGTV programs as sources of creative ideas. These ideas will be represented by a light bulb motif in the creative, which was produced by HGTV and FCB Toronto. "The positioning of the host in tandem with the light bulb icon in this newest evolution of the campaign effectively communicates the message of expert hosts and creative ideas," said Walter Levitt, senior vice-president of marketing for Alliance Atlantis Broadcasting, which owns the channel. The campaign will consist of television, magazine and outdoor advertising in Toronto, Vancouver and Calgary. The on-air elements will go into rotation today. The billboards will break on April 8. An outdoor ad at the intersection of Church and Bloor Streets in Toronto will be modified in three stages to give the illusion of HGTV host Debbie Travis breaking through a brick wall. Print ads will run in the April 4 issues of Reader's Digest, TV Guide, Starweek in Toronto and TV Times in Vancouver and Calgary. Print ads will also appear in upcoming issues of Canadian Living, Canadian Gardening, Complete Canadian Gardener, Chatelaine, Elle Canada, Flare, Canadian Home Workshop, Canadian Home and Country, Homemakers and Cottage Life. The campaign will also include editorial material on the HGTV.ca Web site.