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Showcase conducts science fiction campaign

Showcase has begun a national campaign promoting the season premieres of science fiction shows Defiance and Continuum. The campaign, aimed primarily at adults between the ages of 25 and 54, will run for four weeks in Toronto, Vancouver and Calgary.

The Defiance portion of the campaign includes a group of ten promotional workers in costume as aliens visiting various high-traffic consumer events. Showcase is also conducting a national joint promotion with video game retailer EB Games, using in-store materials in 350 locations to promote both the show and the video game attached to it.

The Continuum portion of the campaign will include a form of television support that Showcase is calling a first of its kind. The day before the season premiere, four commercials featuring a character from the show called Kagame will air on Global, Food Network Canada, HGTV and History. Each ad is customized for the channel on which it will appear, and will seem to interrupt the regularly scheduled program.

Both parts of the campaign also include billboard and transit advertising, as well as radio and television commercials.

"The campaign celebrates two ambitious series with impactful creative that drives home the intriguing and cinematic style of both shows," said Muriel Solomon, head of marketing for specialty channels and Shaw Media advertising and production. "We leveraged the unique themes of alien co-existence and time travel to create bold executions that will break through to viewers." The Continuum part of the campaign was developed in-house by Shaw Media. The Defiance components were developed by Shaw in association with US-based specialty channel SyFy.

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