Shaw Media promotes Real Housewives of Vancouver
Shaw Media has begun a marketing campaign for its Slice specialty channel. The national campaign promotes the program The Real Housewives of Vancouver, which will debut on April 4. The company describes the initiative as the biggest campaign for a single series in the history of the channel. The five-week promotion is aimed primarily at women between the ages of 25 and 54. The creative features the stars of the program posing on a red carpet against the Vancouver skyline. Ads are running on all Shaw Media as well as on some US cable avails. The campaign also includes radio advertising and out-of-home ads. The off-air component of campaign focuses on Toronto and Vancouver. In Toronto the ads include the tagline, "The International Sensation is Here," while the ads in Vancouver read, "Our Housewives Have Arrived." Out-of-home executions including large scale ads in the Toronto Eaton Centre, display ads in Winners, fitness clubs, salons and grocery stores. Print ads are running in magazines including Chatelaine, Style at Home, Hello Canada and People Canada, as well as daily newspapers in Toronto and Vancouver. Online ads are running on websites including Glam.com, TMZ.com, People.com and PerezHilton.com. A social media component includes videos on YouTube as well as activities on Facebook and Twitter and online materials at Slice.ca. "We're making a huge splash and building excitement for the first Canadian edition of the hit franchise with our biggest, most extensive campaign to date," said Solange Bernard, brand and publicity director for lifestyle channels at Shaw Media. "With slick creative that hit the airwaves and ignited online buzz early along with wide reaching targeted executions we're speaking directly to women wherever they go." The campaign was developed in-house by Shaw Media in association with digital artist Brett Simms.