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Showcase breaks Unmissable campaign

Alliance Atlantis Communications began a street campaign yesterday in Toronto and Vancouver to promote its programming line-up on Showcase. The initiative, called “Unmissable,” makes use of vehicles pulling trailers marked “Emergency Viewing Station.” Each trailer contains seating, popcorn and television screens displaying episodes of Showcase programs. Promotional workers will distribute materials reminding viewers to be home by 10pm to watch the channel’s shows. These include dashboard signs that read, “Pull Over. I’m a Showcase at 10pm viewer,” as well as tickets that will be left on cars that are on the street. Three print ads depict situations in which a security guard, a figure skater and a lap dance customer have left what they were doing at 9:59 to go watch Showcase. Three on-air promotions following the same theme will run at 9:59:30 each night on all 13 Alliance Atlantis channels to direct viewers to Showcase. “Our campaign reflects our commitment to exciting, boundary-pushing programming, and encourages viewers not to miss one minute of it,” said Sara Moore, senior vice-president of marketing and publicity at Alliance Atlantis. The campaign will run until Sept. 10.

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