Alliance Atlantis readies Deadwood campaign
By Adnews Staff
Toronto-based Alliance Atlantis is preparing a national marketing campaign to promote the Sept. 4 debut of the western drama “Deadwood” on its History Television specialty channel. Three weeks of radio and newspaper advertising will take place in Toronto, Vancouver, Calgary, Edmonton, Kitchener and London. Out-of-home elements will include ads on recycling bins and mirrors in the form of Wanted posters in the bathrooms of bars and restaurants. A five-day street promotion will also take place in Toronto beginning Aug. 31. A group called Tom Bishop’s Wild West will stage street shows around the city, while promotional workers dressed as cowboys will ask pedestrians for directions to Deadwood. The company will also host a poker tournament in Toronto in association with the Red Hot Poker Tour that will be covered by radio station The Edge102.1 in a live remote. Customers in participating bars will receive promotional items such as branded shot glasses. Additional support will take place on-air and online across other Alliance Atlantis properties. The campaign was produced in-house.