CTV promotes Canada's Worst Handyman
By Adnews Staff
CTV has prepared a new consumer marketing campaign in support of the Discovery Channel. The campaign is intended to attract viewers to the premiere of a new seven-part series called "Canada's Worst Handyman." The show will follow five people who have a demonstrated inability to handle home improvement projects as they attend a "Reno Rehab" program. The campaign, which will break on March 6, will include outdoor, on-air and online word-of-mouth components. The outdoor ads consist of crooked wooden boards held together with bent nails and duct tape. These ads will run in Toronto, Vancouver and Calgary on approximately 400 transit shelters. Several large billboards will also be used in Toronto. The on-air campaign consists of a 30-second commercial and 10 five-second ads depicting home improvement projects gone wrong. Five 15-second clips will profile each of the show's participants. Weekly 30- and 15-second commercials will promote each new episode. The 30-second introductory ad is currently running nationally on Discovery, CTV and TSN. On March 6 it will go into rotation on TLC, A&E, TNN, CNN, CNN Headline News, Golf, Speed, BET and WTBS. The online component consists of a game hosted at <http://www.worsthandyman.ca> in which players will attempt to complete four renovation projects in various rooms of a house. Players who finish the game can enter a draw for a $5,000 grand prize. Players will receive extra entries into the draw for directing other people to the game. The campaign was developed by the CTV Creative Services department and the On-Air Promotions group. The online materials were produced by Fuel Industries.