Showcase begins fall marketing campaign
By Adnews Staff
Showcase has begun a marketing campaign in support of its fall programming lineup. The four-week, multi-city campaign is intended to increase awareness of and attract viewers to two new series called Royal Pains and Warehouse 13, as well as returning programs Lost Girl and Covert Affairs. The effort is aimed primarily at adults between the ages of 25 and 54 in Toronto and Vancouver. It began with teaser television commercials on Shaw Media channels, followed by out-of-home advertising. The full media buy includes cinema, television, online, radio and print ads. The campaign also includes extensive advertising in Toronto's St. George subway station, as well as a beach party-themed event at Yonge-Dundas Square on Aug 31. Print ads are running in The Toronto Star, Toronto Metro, Vancouver Province and Vancouver Sun. "Our fall campaign aims to build awareness for four key shows while reinforcing Showcase as the home to top-rated cable hits that are sharp, distinctive and thoroughly entertaining," said Muriel Solomon, senior director of specialty marketing. "The highly stylized and cohesive marketing campaign speaks to the high quality of the programming while showcasing the breadth of hit programming available on channel." The campaign was developed in-house by Shaw Media.