ALLIANCE ATLANTIS READIES FALL CAMPAIGNS FOR THREE CHANNELS
By Adnews Staff
Alliance Atlantis Broadcasting of Toronto will begin new promotional efforts for Food Network Canada, Home & Garden Television and Discovery Health Channel in early September. The Food Network consumer campaign, which will begin on Monday, will include outdoor, print, radio and television advertising. The campaign will attempt to attract viewers to three non-recipe-oriented programs in the channel's fall line-up. The five-part series King of Iron Chefs Tournament will be promoted in September, while reality-based program Jamie's Kitchen and pop-culture show Unwrapped will be the focus of the campaign in October and November. Out-of-home advertising will consist of posters in GO Trains and TTC stations in Toronto and Sky Train stations in Vancouver. Print advertising will run in the October and November issues of Canadian Living, Chatelaine, Elle, Style at Home, Time, and a number of newspapers and TV listings publications. Radio advertising will air in Toronto, Vancouver and Calgary. The television creative will run on the Food Network itself. The television and radio ads were created by the Creative Services department of Alliance Atlantis. The print materials were produced by FCB Canada.
The consumer campaign for Home & Garden Television will concentrate on the program Debbie Travis' Facelift, which will move to a one-hour format this season. On-air promotion for the season on HGTV itself began earlier this summer. Radio advertising will break on Monday in Toronto, Vancouver and Calgary. GO Transit ads will also be used. The print creative depicts host Debbie Travis and a crew on the set of a home renovation with the tagline, "She came. She saw. She gutted." The ad will run in TV listings books, the October issues of Fashion, Canadian House and Home, Glow and Canadian Home & Country, plus the November issues of Reader's Digest, Elle, Fashion, Style at Home, Inside Entertainment and Canadian Home Workshop. Again, the broadcast ads were created in-house, while the print ad came from FCB Canada.
Discovery Health Canada will debut a new on-air look on Sept. 7, the second anniversary of the channel's launch. New image ads and network Ids have been created depicting intense situations such as childbirth or a medical emergency. All on-air creative will be updated to match the look of these materials. The re-design work was done by the Alliance Atlantis Creative Services department.