HGTV Canada conducts winter campaign
By Adnews Staff
Specialty television channel HGTV Canada has begun a new image campaign promoting its winter season of programming. The national campaign, aimed primarily at adults between the ages of 25 and 54, presents the channel as "the place to be for the best in home related content." Five hundred billboard ads will run in southern Ontario for six weeks. The creative executions depict winter scenes including a house made of snow and ice and a snowman wearing a hardhat and tool belt, along with the tagline, "It's A Big Winter On HGTV. Something New Every Night." Print ads are also running in the National Post and Calgary Herald, accompanied by an animated television commercial using the same visual theme, as well as radio and online advertising. "Winter is a season people like to spend indoors, curled up on the couch," said Solange Bernard, director of marketing strategy for lifestyle channels at Shaw Media. "HGTV's multi-platform campaign is designed to keep the network top-of-mind to Canadians and be the channel they go to for entertainment programming and great ideas for the home." The campaign was developed in-house. The TV commercial was produced by 4Stroke.