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Showcase begins national campaign

Specialty television channel Showcase has begun a national consumer marketing campaign promoting its 20th anniversary and its new branding. This branding includes a new logo and on-air visual style intended to be more contemporary and to better reflect the channel's programming lineup of dramas and films. The channel has also adopted the tagline, "Showcase - Beyond Ordinary."

The supporting campaign is aimed primarily at adults between the ages of 25 and 54, with a special focus on Toronto. It includes online, mobile, radio, pre-roll and television advertising. The first of three television executions focuses on the new image of the channel, while the second is centred on movies and the third on spring season premieres. A digital component promotes the start of a new season of the show Outlander. The campaign was developed in-house by Shaw Media, which also handled media buying.

"As one of Shaw Media's most-watched specialty channels, we knew we had to create a new look that would act as an extension of the channel's programming evolution and appeal to our discerning viewers," said Amanda Ploughman, vice-president of marketing at Shaw Media. "The result is a new look and logo that pays homage to the past 20 years, while taking a fresh and clever approach that fans and advertisers alike will enthusiastically embrace."

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