DIY Network Canada breaks Vanilla Ice Project campaign
Specialty television channel DIY Network Canada has begun a marketing campaign promoting the Canadian premiere of home renovation program The Vanilla Ice Project. The two-week national campaign, aimed primarily at adults between the ages of 25 and 54, focuses on the channel's free preview this month. The creative features the host of the show, Robert VanWinkle, formerly known as Vanilla Ice. Television commercials are running on all Shaw Media specialty channels as well as Global. Radio ads are running in Vancouver, Calgary and Toronto. Print ads are running in the Toronto Star, Calgary Herald, Vancouver Province and Vancouver Sun. Online banners are running on the websites of various Shaw properties. "To maximize the promotional opportunities and build excitement for The Vanilla Ice Project we've leveraged Robert VanWinkle's fame and his chart topping 90s hit 'Ice Ice Baby' in all creative executions," said Muriel Solomon, vice-president of marketing strategy for specialty channels at Shaw Media. "On-air and radio spots feature Vanilla Ice himself talking about his new series, bringing his celebrity to the forefront while establishing his long-standing passion for home renovation."