Canwest begins campaigns for TVtropolis, Slice
Canwest Media has begun a campaign for TVtropolis to promote the specialty channel's lineup of unscripted programs. The campaign focuses on the programs Hoarders, Rescue Ink, Launch My Line and Parking Wars. The four-week initiative is aimed primarily at adults between the ages of 25 and 54. It includes national television and online advertising, along with out-of-home, print and radio advertising in Toronto and Vancouver. Street activities and special events are also being conducted. The campaign was developed in-house by Canwest. OK&D Marketing Communications Group executed the street-level promotion.
Canwest has also begun a new campaign for its Slice specialty channel to promote the new season of the shows The Real Housewives of Atlanta and The Real Housewives of Orange County. The initiative includes print ads in Toronto and Vancouver, out-of-home ads in Toronto and online advertising on websites such as AOL, Perez Hilton and TMZ. Advertising will also run on Canwest's television and online properties. This campaign was also developed in-house. "It was our goal to develop a marketing campaign that would break through the clutter, raise eyebrows and immediately grab people's attention," said Solange Bernard, director of marketing strategy for lifestyle channels at Canwest Broadcasting. "I'm confident that the seductive and humorous simplicity of this campaign succeeds in doing this and will generate new excitement for a fifth and second season of this guilty-pleasure program."