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Shaw Media breaks launch campaign for Dtour
Shaw Media of Toronto has begun a marketing campaign to promote the launch of its new lifestyle specialty television channel Dtour. The national campaign focuses on four series intended to highlight the diversity of the channel's programming: Rock My RV with Bret Michaels, Adam Richman's Fandemonium, Hotel Impossible and Bizarre Foods America. The creative executions make use of single words intended to encapsulate each series. The campaign consists of 30-second television commercials running on Shaw Media specialty channels and Global Television, as well as online. Radio ads and interactive program guide ads are also in use. Transit advertising is running in the Bloor subway station in Toronto. "To successfully launch this brand new channel in the market we've developed a focused strategy to drive mass awareness and encourage sampling," said Muriel Solomon, head of marketing, specialty channels, advertising and production at Shaw Media. "It was important for us to develop a campaign that captures the attention of Canadians to introduce this exciting new channel while highlighting the fantastic shows that viewers can expect from Dtour through targeted media vehicles that maximize sampling opportunities." The Dtour brand was developed in-house by Shaw Media in association with Imaginary Forces. The marketing campaign was designed in-house.