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Alliance Atlantis promotes new season on HGTV

Alliance Atlantis of Toronto has begun a campaign to promote the fall season of and new on-air look for specialty channel HGTV. The campaign, which broke on Sept. 18, seeks to attract new and occasional viewers by portraying the home improvement channel as entertaining rather than instructional. The campaign includes print, out-of-home, radio and online advertising in Toronto, Calgary, Edmonton, Vancouver, Victoria, London, Kitchener, Waterloo and Guelph. National print advertising is also in use. The creative consists of three executions promoting shows that fall into three genre categories: design, real estate and renovation. “To attract new viewers, we are focusing on a growth strategy that highlights the entertaining value of the programs and the channel,” said Muriel Solomon, vice-president of marketing and publicity for HGTV. “We are also investing in additional markets and new media vehicles that help us reach a new audience.” Additional components include gas station advertising, grocery store check-out dividers and bus wraps. Handouts promoting the program “Holmes on Homes” are being distributed by promotional workers dressed to resemble the host of the show. The program “How Not To Decorate” will be supported by a tour through Toronto by the show’s hosts in a double-decker bus that has been furnished with a living room, bedroom and bathroom. The campaign was developed by Alliance Atlantis Creative Services and FCB Toronto.

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