TVO readies Blood, Sweat & Beers promotion
Toronto-based public television station TVO will conduct a street promotion on May 12 in support of its amateur hockey documentary Blood, Sweat & Beers, which will air that night. Groups of 10 promotional workers from Outlook Promotion in branded hockey jerseys will be present at three high-traffic Toronto subway stations. They will distribute promotional materials made to resemble hockey tickets and recite hockey-style cheers about the channel. The street event will be supported with social media activities at Facebook.com. "Blood, Sweat & Beers is an outstanding Canadian documentary that reflects Canada's love of hockey and we wanted to create awareness for it at a time when hockey fever is most rampant," said David Hamilton, marketing manager at TVO. "With the playoffs in full swing, now is that time. In addition to on-air, online and social media support, TVO is developing an event to drive awareness to the next level."