Astral Media conducts Sopranos campaign
By Adnews Staff
Astral Media has begun an advertising campaign to promote the upcoming airing of the final episodes of television series The Sopranos on The Movie Network. The campaign includes print, television, radio, online, out-of-home and theatre advertising, as well as a wrapped commuter train. The creative uses the tagline, “How will it all end?” The campaign was developed by The Movie Network’s in-house marketing and creative services staff. Print ads will run in the Toronto Star, Toronto Sun, Globe and Mail, National Post, Metro, 24 Hours, Eye and Now between March 26 and April 2. A 15-second ad is being displayed on digital video boards in downtown Toronto for four weeks. The outdoor component also includes billboards, street posters and washroom posters in bars and restaurants. The campaign also includes a photography exhibit at BCE Place in Toronto called “The Sopranos: From Beginning to End.” The exhibit will be promoted with the distribution of 10,000 postcards at Union Station in Toronto. “We’re leveraging this pop-culture phenomena to remind consumers that The Movie Network is the first home of HBO programming in eastern Canada and reinforce that our subscribers will be the first to see the series finale,” said Maryse Gauthier, consumer marketing manager for The Movie Network. “Our campaign also plays up the fact that virtually no one, including the actors in the series, knows how the series will conclude.”