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Showcase begins fall campaign

Showcase began a new a national consumer advertising campaign yesterday promoting the specialty channel as a destination for dramatic entertainment. The campaign focuses on the channel's fall programming line-up, particularly the shows Burn Notice, Lost Girl and Weeds. The initiative is aimed primarily at adults between the ages of 25 and 54 in Toronto, Calgary and Vancouver. It began with teaser commercials on various Canwest channels in July, followed by out-of-home advertising. The main campaign consists of four weeks of television, out-of-home, radio, print, cinema and online advertising. The out-of-home component includes billboards, wrapped Go trains, external subway posters and subway station creative, while the 60-second cinema ad takes the form of a movie trailer. "We set out to create a visually arresting consumer campaign that celebrates the theatrical nature of these series and shines a spotlight on the star-power associated with them," said Sherida German, director of marketing strategy for Canwest dramatic channels. The campaign and media plan were developed in-house by Canwest.

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