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Corus conducts HBO Canada campaign
By Adnews Staff
Corus Entertainment of Toronto is conducting an eight-week marketing campaign in western Canada in support of it HBO Canada specialty channel. The first phase of the campaign began two weeks ago, focusing on the upcoming season of the fantasy drama Game of Thrones. On April 7, the initiative will move into a second phase consisting of a six-week brand campaign for HBO Canada and its series True Detective, True Blood, Girls, Boardwalk Empire and Game of Thrones. The campaign is primarily intended to attract new subscribers.
The effort includes online advertising and YouTube pre-roll videos, as well as 30-second television commercials on conventional and specialty channels, radio advertising and social media activities. The first phase also incorporated a Game of Thrones mobile application developed in association with Bell Media. In addition, a DVD will be distributed to non-subscribers containing episodes of seven HBO series.
"The overall HBO Canada brand campaign will showcase our successful slate of notable series and underscore the value of a subscription to Movie Central," said Maria Hale, head of content distribution and pay TV at Corus Entertainment. "Our goal is to spotlight the extraordinary calibre, depth and breadth of HBO Canada programming to appeal to new subscribers."
In western Canada, HBO Canada is part of Movie Central, a pay TV service operated by Corus Entertainment.