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Rogers breaks FX Canada launch campaign

Rogers Media has begun a marketing campaign for the launch of specialty television channel FX Canada on Oct. 31. The launch also includes a two-month free preview of the channel for Rogers Digital and EastLink subscribers. The campaign includes television commercials promoting the channel's programming on Rogers-owned channels, as well as 30-second radio ads and 10-second tags airing nationally. In addition, print ads are running in newspapers and Rogers publications Hello Canada and Maclean's. The initiative also makes use of billboard, transit shelter, subway and bus advertising, as well as displays in participating restaurants and bars. Online video and search enging advertising is running on YouTube, AOL, Google and Yahoo. The campaign also includes a street promotion in support of comedy series Wilfred. During this promotion, "dogs" from the series will be present at locations with high levels of pedestrian traffic in Toronto, Calgary and Vancouver.

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