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HGTV Canada breaks campaign for Holmes Makes It Right
Specialty channel HGTV Canada has begun a national marketing campaign for a new home improvement series called Holmes Makes It Right. The campaign, aimed primarily at adults between the ages of 25 and 54, depicts host Mike Holmes as a superhero with an H-shaped crest on his overalls. Television commercials are airing on 19 Shaw Media channels, as well as online. Radio ads are airing in Toronto. The initiative also makes use of out-of-home elements including billboards and backlit transit shelter ads. Other elements include print and online ads, as well as street promotions involving four Mike Holmes impersonators. These promotional workers, wearing crests, overalls and capes, will travel around Toronto on the day of the series premiere. Consumers who see one of them can enter a draw for $5,000. The contest is being supported with social media activities. "Mike Holmes is a hero to the people whose lives he has touched, so this big, powerful concept could not be more fitting," said Solange Bernard, director of marketing and publicity at Shaw Media. "The impact of this campaign is not only in the commanding visuals but also in the unique media choices that amplify the larger-than-life idea to reach both new and existing viewers." The campaign was in-house by the Shaw Media marketing department. The "Spot a Super Holmes" contest is being managed by Mosaic Experiential Marketing.