TSN continues SportsCentre campaign
By Adnews Staff
Toronto-based specialty channel TSN has begun the second phase of a promotional campaign for its news and information show SportsCentre. A new commercial featuring NASCAR driver Jeff Gordon will break today, while a second ad featuring NBA player Steve Nash will be released later this month. In both ads, the athletes describe what it's like to play under the pressure of their respective sports. The intent of the campaign is to illustrate the daily drama of the sports world as presented on SportsCentre. "This Is My SportsCentre focuses on top athletes and what drives them to excel in their respective passions," said Adam Ashton, TSN's vice-president of marketing. "Our viewers equate SportsCentre with the biggest moments from the best in sports. These world-class athletes represent the credibility, authenticity and leadership that SportsCentre delivers on a daily basis." The campaign, called "This is My SportsCentre," began in December 2004. Athletes who have appeared in the promotional ads so far include Chris Bosh, Sidney Crosby, Paul Tracy and Mike Vanderjagt. Future ads will feature Vernon Wells, Orlando Hudson and Corey Koskie. The ongoing campaign includes high-definition TV, print, radio, outdoor and Internet advertising. The commercials are airing on CTV, TSN, Discovery Channel, The Comedy Network and the digital channels owned by CTV. Web banners are running on TSN.ca and other CTV websites. Radio ads, transit shelter ads and billboards will be added to the national campaign in May. The campaign, produced in-house by CTV, will continue with fresh creative through 2005.