ALLIANCE ATLANTIS CONTINUES HISTORY TELEVISION TRADE CAMPAIGN
By Adnews Staff
Alliance Atlantis Broadcasting has begun an in-agency initiative as part of its current trade campaign for the History Television station. The campaign began earlier this fall in an effort to build awareness for the channel's programming. The new phase uses washroom ads to promote a month of Egyptian-themed programming which will air in April. The ads will run in 25 agencies until the end of February. The creative, from FCB Canada, shows a traffic controller in an Egyptian pose, which has caused two cars to collide. The copy reads "Everyone's into it." Marketing for this programming included an Egypt Month Party event for media buyers and advertisers held last month in Toronto. This event was organized by Krista Slacks and Associates. Two agency-oriented promotional packages have also been used to promote History Television. The first, called the "Mistress Start-Up Kit," promoted a "Sex, Lies and Spies" theme week. It contained a lipstick and a La Senza gift certificate. The second kit promoted a six-part martial arts series called "Deadly Arts." It contained a black belt, a martial arts baton, a gift certificate for a self-defence class and an invitation to a screening of the film "The Last Samurai." These packages were also created by FCB.