Showcase breaks new campaign
By Adnews Staff
Canwest will begin a marketing campaign today for its Showcase specialty channel. The effort will promote the channel's fall programming lineup and its new on-air look. The four-week campaign is aimed primarily at adults between the ages of 25 and 54 in the Toronto, Ottawa, Vancouver, London and Kitchener areas. It will include television, out-of-home, radio, print and online advertising. The creative makes use of the tagline "Showcase is the home of bold hits." The campaign includes an installation at the St. George subway station in Toronto consisting of approximately 100 pieces of advertising. Another out-of-home element will be the use of three-dimensional vertical billboards in Toronto replicating the print creative. The campaign and the on-air redesign were produced in-house by Canwest. "With this new branding we are cementing Showcase's position as a powerhouse of dramatic content," said Muriel Solomon, vice-president of specialty marketing strategy at Canwest Broadcasting. "The fall campaign captures the playfulness and clever nature of the channel that makes us so popular with consumers and advertisers alike."