Canwest promotes MovieTime
By Adnews Staff
Canwest has begun a national advertising campaign promoting its MovieTime digital specialty channel. The campaign is intended to raise awareness of the recently rebranded channel, which was known as Lonestar until October 2008, and to promote a free preview period this month. The four-week initiative is aimed at adults between the ages of 25 and 54. The television, radio and print creative is based on modified quotes from well-known films. Television ads are airing on Canwest specialty channels, Global, E! and US cable channels. Newspaper ads are running in Edmonton, Ottawa, Calgary and London. The campaign also includes an online contest called the "MovieTime Quote Quiz," being conducted in association with TVGuide.ca. The winner will receive a Sharp Aquos LCD television set. "MovieTime celebrates people's love of movies and this campaign was designed to mirror that sentiment," said Muriel Solomon, vice-president of specialty marketing strategy at Canwest Broadcasting. "The campaign is fun, creative and interactive, and thanks to the free preview and our partnership with TVGuide.ca, we have no doubt movie lovers across Canada will get hooked on MovieTime." The campaign was developed by Canwest's in-house creative agency.