Today the television landscape gets a little twisted. The launch of the newly branded specialty channel Twist TV brings Canadian audiences real life with a twist; capturing the experiences of everyday people facing extraordinary situations. Today’s channel launch also marks the start of a national consumer advertising campaign, with emphasis in Ontario, to build awareness of Twist TV and its exclusive offerings.
Twist TV is all about life’s twists and turns, and the launch campaign showcases this with a fun and lighthearted image campaign that emphasizes life’s unexpected curves. The campaign’s targeted media buy focuses on high reach and visual vehicles, including on-air, radio, online and print, that bring to life Twist TV’s cast of colourful characters and their relatable yet outrageous stories.
“Through tales of extraordinary life experiences Twist TV demonstrates that you never know what kinds of curves life will throw your way,” said Solange Bernard, Director of Marketing Strategy for Lifestyle Channels at Shaw Media. “Our advertising campaign introduces the channel in a relatable yet fun way, playing on the tagline life throws curves and presents the breadth of programming available at launch.”
On-air, radio and online promotion consist of image based creative promoting the channel and a few of its exclusive marquee series: Little Miss Perfect, Dad Camp and Raising Sextuplets. Starting November 1, on-air promos will be seen across Shaw Media’s family of channels with a complete roadblock domination on launch day. The on-air campaign will also run across hit US channels including TLC, A&E and TBS. Beginning today, radio promos will air at the top and tail of commercial breaks on stations throughout Toronto, Ottawa, Kitchener and London. Twist TV will be taking over You Tube with a homepage takeover on November 8 along with pre-roll video on a variety of top-rated female skewing sites like: Access Hollywood, Best Celeb Gossip, Entertainment Tonight and ET Online. The campaign reaches a national audience through full colour, page dominant print ads in daily newspapers in all major markets.
At launch, Twist TV will be available in over 2.1 million homes. For the month of November the channel will be offered in an additional 3.6 million homes, bringing over 5.7 million Canadians a taste of its offerings.
The marketing campaign and materials were developed entirely in-house by Shaw Media Broadcasting’s Creative Agency, Media Strategy and Marketing Strategy teams.
Sponsorship opportunities including show specific sponsorships, tagged promos and brand sell are currently available.
