Global Television readies campaign for fall season
By Adnews Staff
Toronto-based Global Television will begin a national marketing campaign on Aug. 21 to promote its fall prime-time schedule. According to the company, this will be one of the largest fall season marketing initiatives ever undertaken in Canada. As part of the program, Global will be the exclusive advertiser in a number of media outlets in Toronto, Vancouver and Calgary. The creative will promote key franchises including Prison Break, House, The Simpsons, Family Guy, Survivor, Shark, and Brothers & Sisters. Some outdoor ads will be updated several times during the campaign to reflect the premiere dates of various programs. On Aug. 21, promotional workers dresses as prisoners and guards will conduct mock escape attempts in high-traffic pedestrian areas of Toronto and Vancouver to promote the season premiere of the show Prison Break. In addition, Global will conduct a contest called the “Prison Break Challenge” at this year’s Canadian National Exhibition in Toronto, during which participants can attempt an escape in order to win prizes. Out-of-home advertising will begin during the first week of September. Global will be the exclusive advertiser in the Union, Yonge/Bloor and St. George subway stations in downtown Toronto, as well as the Yonge and York expressway tunnels. Global will also be the first third-party advertiser to use the Sears display board at the Toronto Eaton Centre and the only advertiser on the outside wall of the Scarborough Town Centre. Nationally, the campaign’s outdoor component will also make use of video boards, elevator displays and billboards. Radio advertising will break on Aug. 21 and on Sept. 5 on Toronto stations 102.1 The Edge and 99.9 Mix FM as well as Vancouver stations CFOX and Z95. In addition, on Sept. 5 Global will be the sole advertiser on the Canada.com group of websites. The online component of the campaign will include banners, billboards and editorial material. “This campaign is another example of how we're continuing to reinvent the marketing of Global Television,” said Walter Levitt, senior vice-president of marketing for television and radio at CanWest MediaWorks. “To ensure our message resonates with audiences, we're always looking for new ideas that are completely different and break through the clutter.” The campaign, which will run through November, was developed in-house by the Global Television marketing department. Global Television is owned by CanWest MediaWorks.