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W Network conducts fall campaign

Corus Entertainment of Toronto has begun an advertising campaign promoting the start of the fall season on its W Network specialty channel. The campaign, aimed primarily at women between the ages of 25 and 54, consists of out-of-home, television and radio advertising, along with social media activities. The creative features cast members from various shows in the channel's lineup, including Drew and Jonathan Scott from Property Brothers, Jillian Harris and Todd Talbot from Love It or List It Vancouver and Candice Olson from Candice Tells All.

"For our fall launch we capitalized on our brand recognition and our beloved Canadian talent to make a splash in Toronto epicenters," said Shelley Findlay, marketing vice-president for women's and family networks at Corus Entertainment. "We leveraged the charismatic personalities of our talent in our advertising materials to drive the connection with our audience. We also know our talent have developed engaged audiences through social media and our campaign leveraged these audiences to promote the W Network message."

Out-of-home elements include billboard and video advertising in Yonge-Dundas Square in Toronto. This component will run until Oct. 6. Advertising in Union Station in Toronto comprises wrapped doors and columns, floor decals and digital screens, as well as Go Train posters. Additional digital outdoor advertising from Astral is running in Toronto and Vancouver.

Online elements include YouTube pre-roll videos and video advertising on Google search pages, as well as Facebook activities. Television commercials are running on Corus properties including Oprah Winfrey Network Canada, CMT Canada, Cosmopolitan TV and W Movies, as well as TLC, Peachtree, AMC, A&E, CNBC, CNN and MSNBC. Thirty-second radio ads are also in use.

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