The Movie Network prepares Rome campaign
By Adnews Staff
Astral Media of Toronto will break a multimedia campaign next week to promote a new drama series called "Rome" that will air on The Movie Network. Promotional activities for the series will begin in the Greater Toronto Area on Aug. 1 and continue until the end of September. "Many of our marketing efforts are geared towards building awareness among our current base and demonstrating the value and benefit of our service through program promotion," said Russell Ward, the company's director of consumer marketing. "However, we see a definite opportunity to use 'Rome' as a subscription driver. As such, we are looking to execute a campaign that will leverage as many entertainment mediums as possible in order to reach both current and potential subscribers in eastern Canada." DVD samplers containing the first two episodes of the series will be distributed through direct mail and special events to approximately 300,000 recipients. The campaign will also include on-air commercials and ads in 33 Toronto-area movie theatres, plus 54 billboards, two murals and five digital billboards in the downtown area. Thirty-second radio ads will air on five Toronto stations. Various Ontario Future Shop locations will also display the promotional commercials in-store. Print advertising will run in 24 Hours, Dose, Eye, Metro and Now. Web banners will be used at toronto.com, torontolife.com, cinemakock.com, ticketmaster.ca, globeandmail.com, eye.net and nowtoronto.com. In addition, the company will conduct a contest called "Win a Trip to Rome" in association with My Travel and The Toronto Star. The advertising creative was produced by the in-house marketing, creative services and online media staff at The Movie Network. Media Experts of Montreal handled the media buy.