Showcase begins winter campaign
By Adnews Staff
Specialty television channel Showcase has begun a national advertising campaign promoting its winter programming lineup. The campaign is intended to raise awareness and attract viewers to the channel's espionage-themed shows Covert Affairs and Burn Notice. The initiative follows-on from the channel's fall campaign and continues to the thematic device of simulating a campaign for a film release. Aimed primarily at adults between the ages of 25 an 54 in Toronto, Calgary and Vancouver, the five-week campaign includes television, out-of-home, cinema and print advertising. "With the success of our fall campaign, it was evident to us that our creative resonated with consumers," said Muriel Solomon, vice-president of marketing strategy at Shaw Media. "To promote this winter's standout series, we have maintained a similar look, feel and media buy to the fall campaign, but created a tighter, sleeker look and dynamic execution." The campaign and media buying were developed in-house by Shaw.