Astral Media promotes Dexter in Toronto
By Adnews Staff
Astral Media has begun a campaign to promote the second season of the serial killer drama Dexter, which will begin on The Movie Network on Sept. 30. The campaign began earlier this week in the Greater Toronto Area. The creative features the face of the show's eponymous protagonist formed from words. The words, which represent controversial issues, include "abortion," "President Bush," "marijuana" and "plastic surgery." The campaign's tagline is, "Good or Evil? You Decide." One element of the campaign is a tower wrap at the intersection of Dundas and Spadina. The creative measures 56 feet by 48 feet and is accompanied by a video board playing a 15-second commercial in a continuous loop. The ad was installed on Sept. 17 and will remain for five weeks. The commercial is also being displayed on five additional video boards in downtown Toronto. Other out-of-home elements include billboards and transit advertising. The campaign also includes print ads in Metro, 24 Hours, Eye, Now, Vice and Chill, as well as a 60-second theatre commercial, 30-second radio ads, a radio contest promotion, online banners and a website located at <http://www.dexter2.com>. "With the first season ending in a plot twist, fans have been on the edge of their seats waiting to see what happens next," said Russell Ward, director of consumer marketing at Astral Television Networks. "The marketing campaign builds on this anticipation and reinforces the message that The Movie Network is the only place viewers in eastern Canada can watch this unique, riveting and critically-acclaimed series." The campaign was developed by the in-house marketing, interactive and creative services staff of The Movie Network.