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History Television breaks fall campaign

Shaw Media has begun a marketing campaign for the fall programming lineup of specialty channel History Television. The eight-week, multi-city campaign promotes series including Pawn Stars, American Pickers, Swamp People, Ice Road Truckers and Ax Men, focusing on the popularity of these shows. The national campaign is aimed primarily at adults between the ages of 25 and 54 in Toronto and Vancouver. The creative depicts characters from various programs in their natural environments, along with various taglines beginning with the words, "Born to." The campaign includes extensive out-of-home advertising at BCE Place in Vancouver and Royal Bank Plaza in Toronto. The installations make use of floor graphics, wall murals and column wraps, as well as door and window decals. Other elements include three-dimensional chalk drawings and approximately 1,000 "Gator Crossing" street signs, as well as posters, billboards and transit advertising. The television creative features footage from each series. These commercials will run on various Shaw properties. Print ads will run in major daily newspapers nationally. The initiative also includes five radio commercials. The campaign was developed in-house by Shaw Media. "It's the larger-than-life and real characters, along with their unique environments, that make these shows resonate with viewers and make them so massively successful," said Muriel Solomon, senior director of specialty marketing at Shaw Media. "Our marketing campaign emphasizes this using the 'born to' headline and striking creative. The result is a cohesive and impactful campaign that reinforces History Television as the leader in big entertainment across the TV landscape."

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