HGTV Canada breaks spring campaign
By Adnews Staff
Shaw Media has begun a national spring marketing campaign for its HGTV Canada specialty channel. The campaign focuses primarily on three programs: All-American Handyman, Decked Out and House Hunters. The campaign, aimed at adults between the ages of 25 and 54, includes print, radio, online and television advertising, as well as posters. "This season HGTV has taken a different approach to its promotional campaign," said Solange Bernard, director of brand and publicity for lifestyle channels at Shaw Media. "We're taking risks, breaking away from tradition and exploring new media choices. We want to pique the interest of Canadians and aim to do so through wide reaching mediums perfectly suited to each creative execution." The campaign was developed in-house by Shaw Media in association with Design Shop Work.