CanWest MediaWorks begins E! campaign
By Adnews Staff
CanWest MediaWorks broke a new campaign in Toronto yesterday to promote the launch of entertainment news specialty channel E!. The campaign was developed by the channel's in-house marketing staff in Calgary. The first part of the campaign is a radio promotion in Toronto called "Spot the E," being conducted with Z103.5 FM. For three weeks, a large letter E will be placed in several locations in the city. Listeners who submit the location of the E through the station's website will be entered into a draw for various prize packages. Additional radio advertising will begin on Sept. 10 in a number of markets and continue through the fall. On Sept. 3, out-of-home advertising will begin, including the exclusive advertising use of two subway stations in Toronto. Teaser ads will run until Sept. 6. On Sept. 7, the channel's launch day, new creative will be installed. Ads will also run in two pedestrian tunnels in Toronto as well as at the Eaton Centre shopping mall. A wider billboard campaign will also be executed. The print component will begin on Sept. 8 with a wrap on the Toronto Star. Additional ads will run in Metro. "For months, viewers have been anxiously awaiting E!'s launch in Canada," said Walter Levitt, senior vice-president of marketing at CanWest MediaWorks. "Our network launch will build on that buzz, using innovative media and creative executions that captures the fresh, entertainment-based spirit of the E! brand."