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Shaw Media promotes Witches of East End in Toronto

Shaw Media specialty television channel Lifetime has begun an advertising campaign for a new drama series called Witches of East End, which will debut on Oct. 6. As part of the initiative, Shaw will, for the first time, use animated outdoor projections. The projections will run on the sides of buildings in downtown Toronto on Oct. 4 and 5 to coincide with the annual Scotiabank Nuit Blanche arts festival. The creative execution depicts a trail of fire tracing the shape of a pentagram. In addition, promotional workers will distribute branded tarot cards on the night of Oct. 5, directing consumers to a tent in Nathan Phillips Square to receive a free tarot card reading.

"Perfectly timed with such a widely attended festival in our key market that fit the surprising and mysterious tone of the series, these unique street level stunts give the all-night festival attendees an authentic look into the dark world of Witches of East End," said Nadia Niccoli, acting director of brand strategy at Shaw Media. "Anchored by eye-grabbing projections and hands-on experiences, the overall campaign is designed to connect consumers with the series and pique curiosity just in time for launch."

The effort concludes a three-month national teaser campaign of television advertising, also featuring the pentagram theme. Additional elements include online and mobile pre-roll ads, as well as print advertising, digital video boards, billboards, transit shelter ads and street posters in Toronto. The campaign was developed in-house by Shaw Media.

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