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Shaw Media breaks fall campaign for Global

Shaw Media has begun a fall advertising campaign for its Global television network. The campaign focuses on the network's new programming lineup, with an emphasis on the new series Elementary and Vegas. The initiative was developed in-house by Shaw Media.

Print ads for Elementary will run in Toronto, Vancouver and Calgary. The ads will invite readers to solve various word and image puzzles. The print ads will also contain clues to a daily riddle. Other clues will be distributed via Twitter and Facebook. Consumers can attempt to solve the riddles online at GlobalTV.com to enter a draw for a trip to New York.

The series Vegas will be promoted with preview showings on WestJet flights from Toronto, Vancouver and Calgary to Las Vegas each day through October. Passengers will also receive decks of branded playing cards. A social media component encourages consumers to pick a side in the rivalry between the show's protagonists.

The overall campaign also includes on-air commercials ranging in length from 10 seconds to 60 seconds. Out-of-home advertising will take place in Toronto, Calgary and Vancouver, consisting of transit ads, digital billboards, digital grocery bars and elevator advertising. National radio, newspaper, online and interactive program guide advertising will also support the campaign.

"The fall season is like Christmas for TV fans," said Jason Keown, senior director of marketing at Global Entertainment. "The anticipation is huge so we've created an aggressive campaign that will be hard to ignore, feeding that desire to connect with the most buzzed-about shows and to instil a real sense of 'I don't want to miss any of this' from start to finish."

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