In preparation for the launch of Toronto’s first morning news show on conventional TV in years, Global Toronto announced details of its campaign for The Morning Show. The multi-layered plan takes advantage of the full spectrum of available media in the GTA and included a full morning of street activities that took place on launch day, Tuesday, October 11th .The four week long initiative is designed to emphasize the unique format of The Morning Show, and the return of Liza Fromer, the much loved Toronto TV personality.
“Toronto has never seen anything like The Morning Show,” said Sherida German, Senior Director of Marketing, Global News. “So consumers are going to see an aggressive push throughout the GTA on multiple platforms to make viewers know there’s a fresh, original and engaging alternative for morning TV out there.”
The overall campaign was led by cheeky in-house promos that used “what’s missing in your morning?” as its theme to celebrate the return of Fromer who had been missing from Toronto TV for a few years. In one spot, a woman is seen pouring herself a coffee before realizing there was no coffee cup. In another, a man exits the shower and can’t find a towel. In all cases, Liza Fromer figured prominently to save the day.
The comprehensive marketing campaign for The Morning Show utilized a number of components to make GTA viewers aware of its official launch. On the streets of Toronto, it includes billboards, transit bus kings and streetcar wraps. That is supported by a strategic radio campaign, on-line advertising, a “gatefold” wrap of the October 11th Toronto Star, a Toronto Life advertorial and a press kit in the form of a box of cereal.
As a sponsor of The Morning Show, McDonald’s supported the campaign by including its mobile McCafé coffee truck in The Morning Show’s October 11th launch day street activities as well as on Wednesday, October 12th. Passersby outside The Morning Show’s studios at 121 Bloor Street East were greeted by street teams decked out in logo’d house coats and were given free coffee in cups featuring co-branded sleeves along with free oranges branded with a Morning Show sticker. Morning Show flags and chalk art were positioned along the north and south side of Bloor Street East directing the public to The Morning Show’s brand new studio.
