Showcase promotes Weeds in Toronto
By Adnews Staff
Specialty channel Showcase conducted a street promotion in Toronto yesterday in support of its series Weeds. A planter containing foliage resembling marijuana was installed at the intersection of Yonge and Bloor, accompanied by a sign reading, "Please don't smoke the grass." One hundred similar signs were placed at high-pedestrian-traffic areas in the city. The promotion was developed in-house by Canwest. "Weeds is one of our top-performing shows and we wanted to do something special to remind viewers that the series is back on Showcase," said Muriel Solomon, vice-president of marketing strategy for specialty channels at Canwest Broadcasting. "We set out to execute a stunt that complements the quirky, unconventional and bold nature of the series. This guerilla initiative is laced with Showcase's trademark wit and sure to make consumers stop, stare and laugh."