Global breaks fall campaign
By Adnews Staff
Global has begun a fall advertising campaign for its prime time programming lineup. The initiative focuses on popular returning shows and new programs. The campaign includes an element the company describes as "Song Tagging," by which radio announcers at participating stations will promote a Global show immediately after playing a particular song. According to the company, this is the first time this technique has been used in Canada. This will be supported by traditional radio advertising. The campaign will also include a group of 100 promotional workers dressed as a lead character of the program Prime Suspect who will gather for a street promotion in Toronto on Sept. 19 to enact a "search" for the titular suspect. The campaign also makes use of national radio advertising and television commercials on Global and other Shaw Media channels, as well as show-specific advertising in certain markets including transit advertising in Toronto, Vancouver and Calgary, office building ads, and newspaper advertising in Toronto, Vancouver, Calgary, Edmonton, Winnipeg and other markets. Online advertising and social media activities are also taking place. "There's already a great deal of buzz surrounding our fall season," said Jason Keown, senior director of marketing at Global Entertainment. "We're building upon that interest by executing an integrated and impactful media plan that will utilize multiple platforms. This will be a carefully coordinated approach that ensures Canadians will know where and when to find this fall's biggest hits." The campaign was developed in-house by Shaw Media.