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BBC Canada readies EastEnders campaign

Specialty channel BBC Canada will break a new campaign on Dec. 17 in support of its program EastEnders. According to the channel, this will be BBC Canada's largest single marketing campaign to date. The first phase of the initiative will consist of television commercials on various Alliance Atlantis channels, along with posters in shopping malls and Go Trains. A second phase will begin on Jan. 7 consisting of radio, newspaper, magazine and online advertising in Toronto, Kitchener-Waterloo, Ottawa and London. The creative highlights the ongoing storylines of the soap opera by presenting highly abridged versions in the ads. "The campaign's objective is to underline how much sensationalism, drama and melodrama EastEnders packs into each 30-minute episode," said James Johnston, marketing associate at BBC Canada. The creative and media planning are being handled in-house. BBC Canada is owned by Alliance Atlantis Broadcasting.

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