HGTV Canada breaks spring campaign
By Adnews Staff
Specialty channel HGTV Canada began a spring marketing campaign on March 20. The campaign, aimed primarily at adults between the ages of 25 and 54, depicts the channel as a source of entertaining programming and new ideas for the home. The four-week campaign consists of newspaper, transit and out-of-home advertising in Toronto, Vancouver and a number of additional markets. Television promotion is also being aired on various Canwest properties. The campaign, developed in-house by Canwest, uses the tagline, "Spring is here. HGTV." One creative execution depicts screwdrivers emerging from the ground like flowers, while another depicts tree branches budding with paint chips. "Spring is traditionally a popular time for renovation as people begin to consider updating and brightening up their spaces," said Solange Bernard, marketing director of lifestyle channels at Canwest Broadcasting. "HGTV's multi-platform campaign reinforces that HGTV is the number one source for entertaining and inspiring spring content, offering viewers fresh new stylish designs and renovation ideas." This campaign, which is image-based, is a counterpart to a campaign which began on March 8 to promote new seasons of the programs Sarah's House and Home To Flip.