Corus Entertainment breaks campaign for Dusk
By Adnews Staff
Corus Entertainment has begun a marketing campaign in support of its specialty channel Dusk, formerly known as Scream. The campaign promotes the rebranding of the channel and the expansion of its lineup of suspense and supernatural programming, as well as the one-month free preview currently underway. The campaign was developed in-house and by Zig of Toronto and Imaginary Forces of New York. The initiative includes 30-second theatre commercials in Toronto and Vancouver, as well as .02-second ads that will appear during the theatre pre-show. In addition, a video installation will run in a Toronto storefront until the end of October. The installation detects passers-by and projects images of ghosts breathing the channel's logo on the glass. The campaign also includes radio, television, newspaper and online advertising. Media buying was handled by Media Dimensions. "From the elegant and moody theatrical and radio spots to the ghostly storefront projections, we wanted this campaign to creatively incorporate the same elements that capture Dusk's atmosphere of mystery, thrills and intrigue," said Jim Johnson, marketing vice-president for the channel. Dusk is a joint venture of Corus Entertainment and Canwest Global Communications.