Rogers Media begins Canada's Got Talent campaign
Rogers Media of Toronto has begun a marketing campaign for reality show Canada's Got Talent, which will debut on Citytv on March 4. The national campaign is being conducted through Rogers Media properties, with a special focus on Toronto, Vancouver, Calgary, Edmonton, Winnipeg, Montreal, Halifax, Regina and Saskatoon. The initiative includes 60-, 30- and 10-second television commercials featuring the show's judges and hosts, as well as print ads in magazines, daily newspapers and commuter newspapers. Online and out-of-home advertising is also being used. A contest component conducted through Breakfast Television and Rogers Radio stations will award a winner a trip to the show's season finale. "Canada's Got Talent is the largest integrated initiative ever at Rogers Media, and this campaign leverages our extensive assets in order to provide far-reaching consumer awareness," said Koreen Ott, director of marketing and entertainment at Rogers Media. "Using the power of the Rogers Media properties, coupled with the strategically-purchased external media, the campaign has set the stage to engage audiences on multiple platforms and make Canada's Got Talent destination viewing for the whole family."