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W Network breaks Say Yes to the Dress campaign

Specialty television channel W Network has begun a national advertising campaign promoting a new reality television series called Say Yes to the Dress Canada. The wedding-themed program will debut on Jan. 7. The marketing campaign includes television, radio and cinema advertising, as well as billboards, shopping mall displays, transit advertising, online materials and social media activities. The campaign will also include a casting booth at the National Bridal Show in Toronto from Jan. 23 to 25. The promotion is aimed primarily at women between the ages of 25 and 54. It will run through the holiday season.

"Say Yes to the Dress is an iconic wedding series beloved by Canadian fans," said Shelley Findlay, marketing vice-president for women's and family networks at Corus Entertainment. "For our launch creative, we used the maple leaf and winter boots as symbols of Canadian culture that differentiate the series from the popular US versions. We chose media vehicles that reach the women throughout the various touch-points of their day and also ensured we capitalized on consumer behavior in the holiday season with presence in shopping malls and movie theatres."

Pre-show promotion will take place at various Cineplex theatres in Toronto and Vancouver from Dec. 19 to Jan. 1. Online support will include YouTube pre-roll videos, Google Display Network ads, a programmatic component conducted through BrightRoll and promoted Facebook posts. Transit advertising in Toronto and Vancouver will consist of images on TTC subway cars, Go Train posters, Sky Train posters and digital commuter boards. Television commercials will run on Corus properties including the Oprah Winfrey Network Canada, CMT Canada, Cosmopolitan TV and W Movies, as well as on TLC, Peachtree, AMC, A&E, CNBC, CNN and MSNBC. Thirty-second radio ads will air nationally.

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