History Television breaks Ax Men campaign
By Adnews Staff
Specialty channel History Television has begun a marketing campaign for a new series about the logging industry called Ax Men. "Ax Men illustrates the type of entertaining formats that are bringing big audiences to the network and helping position the channel as a destination for dynamic, entertaining programming," said Jennifer Mason, senior brand manager for History Television. "The campaign uses intrusive and innovative elements to highlight the risks involved in the logging industry." The campaign, aimed primarily at male adults between the ages of 25 and 54, includes billboard advertising in the Greater Toronto Area and Vancouver, as well as print advertising in the Toronto Star, Metro and Chill magazine. Ads will also run in the washrooms of bars and restaurants. These ads are equipped with motion sensors that trigger the sound of a chainsaw when someone walks past. The campaign uses the tagline, "The Ultimate Job Hazard is the Job." History Television is owned by Canwest Broadcasting.