Shaw Media has begun a marketing campaign to promote the upcoming launch of its Lifetime specialty channel. The channel, aimed primarily at women, will debut on Aug. 27. The campaign, which is aimed at women between the ages of 25 and 54 in Toronto and Vancouver, focuses on the series Dance Moms and The Client List, as well as on the celebrities who will appear in various other programs on the channel. In Toronto, the effort includes subway advertising in St. George station, interior subway ads, and billboards at the Eaton Centre. Billboards are also running at the Metropolis at Metrotown in Burnaby, BC. Additional elements include mall posters and print ads in daily and commuter newspapers, as well as radio, mobile and online ads. The campaign will also include an interactive installation at the Canadian National Exhibition in Toronto from Aug. 24 to 26. Visitors will be invited to participate in a Dance Moms-themed contest to win a back-to-school shopping spree. On-air promotion of the new channel began in July on various Shaw Media channels. The campaign was developed in-house by the Shaw Media marketing staff. The contest will be executed by Mosaic in association with Shaw Media. "In order to reach and attract busy women, we have designed a vibrant and impactful campaign leveraging the channel's instantly recognizable A-list stars, showcasing not only the breadth of the channel, but also its bold spirit," said Muriel Solomon, senior director of specialty marketing at Shaw Media. "The high-impact creative, combined with mass reach, targeted vehicles, will garner the attention of women across the country, whether they are commuting, shopping or exercising, and remind them to make time for Lifetime."