Shaw Media breaks Action campaign
Shaw Media specialty television channel Action has begun a new national advertising campaign in support of its line-up of reality programming. The two-week awareness campaign, aimed primarily at males between the ages of 25 and 54, focuses on programs including Hardcore Pawn, Full Throttle Saloon and Lizard Lick Towing. The effort includes interactive program guide ads and full-motion digital displays in restrooms, as well as online television, radio and print advertising. The campaign was developed in-house by Shaw Media. "The campaign speaks to guys who seek thrilling television, while positioning Action as the top destination channel for high-stakes series," said Max Tremblay, Shaw's director of brand and publicity for dramatic and factual channels. "The marketing campaign reflects the intensity and over-the-top tone of the programming and the strategic media buy includes multiple executions that allow viewers to get a taste of the addictive series."