The Movie Network conducts online campaign
By Adnews Staff
Astral Media is conducting an online marketing campaign for specialty channel The Movie Network to promote the availability of high definition films through the service. The goal of the initiative is to attract new subscribers by allowing them to focus on specific genres of film. The campaign uses an online program at <http://www.jointhemovienetwork.ca> to track a visitor's preferred type of movie based on other websites the visitor has used. The site then presents promotional materials specific to that genre. "The Movie Network offers one of the best movie experiences to consumers with 400 uncut and commercial-free HD movies per month," said Gail Rivett, vice-president of consumer marketing at Astral Television Networks. "With this campaign, we wanted to find a personalized and innovative way for consumers to experience this for themselves. This highly sophisticated digital tool not only allows us to successfully do this, but it also provides a vehicle to continually communicate The Movie Network's robust movie offering to potential and current subscribers." The campaign also includes a branded YouTube channel, outdoor advertising and a 30-second radio commercial. The campaign was developed by Teehan & Lax in association with The Movie Network's in-house marketing department. The six-week campaign will run until January 17.