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Showcase breaks fall campaign

Television channel Showcase has begun a fall advertising campaign in support of two new crime drama series: Copper and Common Law. The four-week campaign, aimed primarily at adults between the ages of 25 and 54, will run mainly in Toronto, Vancouver and Calgary. On-air teaser ads and 30-second commercials on various Shaw Media channels, as well as on and Facebook, began running last month. Additional online video advertising has now begun, as well as an out-of-home campaign consisting of wall murals in Toronto subway stations and transit posters in Toronto and Vancouver. Print advertising will run in daily newspapers nationally. The campaign was developed in-house by Shaw Media. "With two very different titles to promote this fall, we saw the opportunity to celebrate their distinctive attitudes while maintaining the integrity of the Showcase brand by leveraging the design of previous campaigns," said Muriel Solomon, senior director of specialty marketing at Shaw Media. "The final product is a robust marketing campaign that allows both shows to stand alone, while effectively communicating the breadth and calibre of programming available on the channel."

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