ALLIANCE ATLANTIS TO PROMOTE SIX FEET UNDER
By Adnews Staff
Alliance Atlantis Communications has prepared a marketing campaign, described by the company as "extensive," to promote the upcoming debut of "Six Feet Under" on Showcase. The show is about a family that runs a funeral services business. A "Six Feet Under" mobile will be part of the campaign. This is a truck carrying a glass cube filled with soil, topped with grass and flowers. Video screens buried in the soil will display clips from the show. The vehicle will travel through high-traffic areas in Toronto for four weeks beginning on Aug. 11. Three promotional workers with the truck will distribute information. The marketing effort will also include advertising on buses and subway platforms in Toronto and Vancouver, 30-second radio and television commercials and a 60-second ad in Famous Players theatres in Toronto and Vancouver. Also, print ads will run in national magazines and newspapers as well as TV books in major markets. An animated logo bug and a program-specific area of the Showcase Web site have also been created. The series will also be promoted at Mix 99.9 Beachfest event that will take place over Labour Day weekend in Toronto. The broadcast elements of the campaign were created in-house by Alliance Atlantis. The "Six Feet Under" mobile is a co-venture with Gearwerx of Montreal. The print advertising was created by FCB Toronto. The series will air on Sunday nights beginning on Aug. 24.