Astral Television Networks promotes Rome in Toronto
By Adnews Staff
Toronto-based Astral Television Networks began a consumer marketing campaign yesterday to promote the premiere of the second season of the television series Rome on The Movie Network on Jan. 14, 2007. One element of the campaign is a five-week street promotion during which a number of rickshaws in Toronto will be redressed as chariots pulled by Roman soldiers. These chariots will carry passengers in various high-traffic areas in downtown Toronto. The campaign will also make use of cinema, radio, outdoor, print and online advertising, created by the marketing and creative services department of The Movie Network. The 30-second cinema commercial will run on 276 screens in 33 theatres in the Greater Toronto Area until Jan. 19. A 15-second ad will play on video billboards in the city’s downtown core until Jan. 14. Other outdoor elements include billboards in the GTA and Ottawa, as well as street posters in Toronto. A 30-second radio ad will break on seven radio station in the city on Jan. 1 and run for three weeks. Print ads will run in Metro, 24 Hours, Eye, Now and Movie Entertainment from Jan. 10 to Jan. 19. Online ads will run on websites including TSN.ca, HSX.com, Billboard.com, Toronto.com and NHL.com. “It's not every day a Roman charioteer races down Bay Street,” said Russell Ward, director of consumer marketing at Astral. “We believe the spectacle, in addition to our other campaign elements, will drive existing and potential subscribers to The Movie Network to witness what promises to be the television event of the season.”