Global begins fall campaign
By Adnews Staff
Television network Global has begun a marketing campaign to promote its fall programming lineup. The campaign, called "Big," includes out-of-home advertising in Toronto, Vancouver and Calgary. In Toronto, the network is the exclusive advertiser in two subway stations and two tunnels. The network is also using a shopping mall installation seven feet high by 20 feet long to promote the show 90210. The installation contains inset video displays running previews of the program. It will be used in the Toronto-area Vaughn Mall and Eaton Centre. In addition, posters will run in the washrooms of bars and restaurants in Toronto, Vancouver and Calgary fitted with motion sensors that will play a 90210 ringtone when a consumer walks past. This ringtone can be downloaded from the network's website. Global will also conduct show-specific campaigns using print, radio, online and out-of-home advertising. "We are pulling out all the stops to promote the strongest programming lineup this fall on television," said Jamie Schouela, vice-president of marketing strategy at Global. "From shopping malls to washrooms, subway stations to city centre driving routes, we are utilizing the most wide reaching, technologically advanced advertising platforms out there to connect with viewers." The campaign and the media planning were developed by the Canwest Creative Agency and the company's media strategy department.