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Bell Media begins CraveTV launch campaign
Bell Media of Toronto has begun a promotional campaign for CraveTV, its upcoming subscription-based on-demand video streaming service. The promotion will include an attempt to break the Guinness World Record for longest television-watching marathon. Beginning on Dec. 8, six people will begin watching television in a living space installation outside of Bell Media's offices in Toronto. They will attempt to watch CraveTV programming for 91 consecutive hours. The current world record of 90 hours and was set by Erik Pettersson in Stockholm, Sweden earlier this year.
The overall campaign will also include television, radio, digital and out-of-home advertising. The 20 executions use the tagline, "All You Can Watch." Additional executions will be released over a period of several months. Ads will run on all Bell Media properties. The television component will comprise 30-second brand commercials and 15-second show-specific ads. The outdoor component will make use of Astral Out-of-Home transit shelters in Toronto, as well as additional outdoor executions in Vancouver.
The service's website at <http://www.cravetv.ca> will be promoted with a search engine marketing campaign, along with pre-roll and banner ads on YouTube and elsewhere. Social media activities will take place on Twitter and Facebook.
CraveTV will launch on Dec. 11.