Citytv breaks fall campaign
Citytv has begun a new advertising campaign for its fall programming lineup. The effort focuses on two series: drama Terra Nova and comedy New Girl. It makes use of a Terra Nova branded vehicle that will be placed at Yonge-Dundas Square in Toronto on Oct. 1. Visitors to the vehicle use a green screen to appear in a scene from the series, which can then be viewed online at <http://www.journeytoterranova.com/citytv>. The vehicle also includes a viewing area that will display clips from the show. The New Girl promotion includes a component called "Shop 'Til You Drop," conducted in association with LouLou magazine in Toronto on Sept. 21. Consumers will be able to participate in a branded mobile photography experience and share their pictures via social media websites. In addition, branded merchandise will be distributed to consumers by promotional workers. The campaign also includes advertising on various Rogers Media properties, including print, television and radio creative. Other elements include billboard and transit ads in Toronto, Calgary, Edmonton and Vancouver, as well as online advertising and social media activities.