Global Television begins fall marketing campaign
By Adnews Staff
Global Television has begun a national marketing program to promote its upcoming fall primetime schedule. The campaign promotes television programs including Back to You, Cane, Prison Break, House, Brothers & Sisters and Heroes. In addition to on-air promotion, the initiative includes out-of-home advertising in Toronto, Vancouver and Calgary. Global will be the exclusive advertiser in Toronto's Yonge-Bloor subway station and several pedestrian tunnels. Other outdoor advertising will include posters, elevator ads and bus ads. Print advertising, newspaper wraps, radio commercials and online materials will also be used. Global has also formed agreements with Sears and Burger King. Approximately 130 Sears stores will be branded with Global signage, floor decals and window displays promoting various shows. A Sears-sponsored guide to the fall season will be distributed in all CanWest newspapers on Sept. 14. Burger King locations nationally will distribute tray liners and other in-store materials promoting the network's fall lineup. Global will also be the exclusive advertiser on approximately 1.3 million interactive program guides from the Shaw, Cogeco and Eastlink cable systems during the launch week. "Again this fall, Global is breaking new ground with our marketing efforts," said Walter Levitt, senior vice-president of marketing for CanWest MediaWorks. "With unique new approaches to ensure our messages hit home with audiences, this campaign reinforces Global's position as Canada's most progressive broadcast marketer." The campaign was developed by the Global Television marketing department. Global Television is owned by CanWest MediaWorks.