CTV readies Believe campaign
CTV will break a new campaign called "Believe" during its coverage of the Super Bowl this weekend. The campaign promotes the network's upcoming broadcasts of the London 2012 Olympic Games. The initiative will run on CTV, TSN and RDS until the games begin in six months. The creative will feature the voices of actors Ellen Page, Gordon Pinsent and Pierre Lebeau, as well as athletes from Canada, the US, India, China, the Philippines, Poland, Italy, Portugal, Jamaica, Scotland and England. The campaign was developed by the Bell Media Agency. At the same time, CTV will release new on-air creative to promote its mid-season schedule and upcoming programming on Bell Media specialty channels. "The Super Bowl is not only an amazing platform for clients to reach their customers by the millions, but it is also a tremendous opportunity for us to introduce, tease, and launch campaigns for upcoming programming on CTV and other Bell Media properties," said Rick Lewchuk, senior vice-president of the Bell Media Agency. "In addition to introducing the stunning new London 2012 Believe campaign, we are keeping the overall Super Bowl viewing experience as fresh as possible with a wide range of brand new creative."