HGTV begins fall marketing campaign
By Adnews Staff
Specialty channel HGTV has begun a new advertising campaign to promote its fall programming line-up. The initiative focuses on two programs in particular: Selling New York and Income Property. The creative highlights the home-related content carried by the channel. The campaign includes print, radio and television advertising on various Canwest specialty channels. National and regional newspaper ads are being supported with posters in Toronto subway stations and online advertising. The programs will also be promoted at home shows in Toronto, Vancouver and Calgary. The four-week campaign is aimed primarily at adults between the ages of 25 and 54 in Toronto, Kitchener, London, Ottawa, Calgary and Vancouver. "This fall we played up the entertaining and informative nature of HGTV," said Solange Bernard, director of marketing for lifestyle channels at Canwest Broadcasting. "The creative for Selling New York emphasizes the glitz and glamour of high-end New York City real estate, while campaign elements for Income Property position host and expert Scott McGillivray as someone who'll help viewers make money. We're sure HGTV's alluring and amusing fall advertising campaign promoting two very different but equally widely appealing series will resonate with audiences and drive viewership." The campaign was developed in-house by Canwest.