HBO Canada campaign continues
By Adnews Staff
Astral Media has begun a second phase in its launch campaign for specialty channel HBO Canada. The campaign, which will run from Dec. 29 to Jan. 25, focuses on the programming available on the channel. The Ontario-based campaign consists of print ads in commuter dailies 24 Hours and Metro, transit advertising in Toronto, radio commercials, theatre ads and online banners on websites including TSN.ca, Sportsnet.ca, Heavy.com, Futureshop.ca, Bestbuy.ca as and online ad networks Casale Media, Value Click, Gorilla Nation, DrivePM Network and Tribal Fusion. In addition, a commercial will play on Air Canada's in-flight entertainment system until March. The campaign was developed by the company's in-house marketing department, with media buying handled by Media Experts. "HBO Canada is illustrating the breadth of programming available to Canadians by featuring boxing welterweight champion Antonio Margarito, politically incorrect pundit Bill Maher, music-comedy duo Jemaine Clement and Bret McKenzie, and the Henrickson polygamist family in this campaign," said Domenic Vivolo, senior vice-president of marketing and sales at Astral Television Networks. "By leveraging the tone, look and feel of the launch campaign and reinforcing HBO Canada's simple and direct message of 'It's Here. Get It', we are continuing to build awareness among subscribers and non-subscribers of HBO Canada and the programming it has to offer."