The Movie Network promotes preview weekend
By Adnews Staff
The Movie Network is readying a marketing campaign aimed at non-subscribers to promote a free preview weekend that will run from Nov. 9 to Nov. 11. The awareness campaign will run in Ontario, New Brunswick and Nova Scotia. It will include on-air, radio, print and online materials developed in-house by the channel's marketing and creative services departments. The print creative consists of programming images seen through a keyhole. This advertising will run from Nov. 1 to Nov. 9 in the Halifax, Hamilton, Kitchener, Ottawa, Toronto, Oakville and Burlington. Thirty-second radio commercials will air in Halifax, Ottawa, Hamilton, Barrie, Kitchener, London and Toronto. Out-of-home advertising will run in Toronto and the surrounding area. The campaign also includes a contest conducted in association with Sharp Electronics. Once winner from each participating cable company will receive a high-definition LCD television set and a Blu-Ray disc player. In addition, promotional workers in Toronto will distribute branded microwave popcorn. "From a marketing perspective, the free preview event gives us a platform to communicate a strong call to action and push our sell message, all while viewers are sitting right in front of their television sets," said Domenic Vivolo, senior vice-president of marketing and sales at Astral Television Networks.