This week HGTV Canada unveils its national spring marketing campaign in support of three very diverse series: the brand new competitive series, All-American Handyman featuring HGTV’s heroes, Mike Holmes and Scott McGillivray, Decked Out, the channel’s first backyard deck series featuring brand new expert host Paul Lafrance, and the long-standing smash-hit series House Hunters and House Hunters International. Targeting Adults 25-54, the multi-program, multi-platform campaign positions HGTV as a highly entertaining destination for spring, appealing to existing viewers and enticing new ones to sample the channel.
This season’s promotional plans for two new series take a vastly different approach than previous campaigns with more daring and bold art direction and exploration of new promotional vehicles. All-American Handyman is an action-packed competition series and the campaign’s creative delivers on that premise, presenting it as the television event of the season, with a highly stylized creative concept resembling an event-like UFC promotional poster. Decked Out is a new format for HGTV, and the creative’s gritty and raw appearance puts host Paul Lafrance and his rock and roll crew front and center. The creative for these two series lend themselves perfectly to wild postings, which are a first for HGTV, and can be seen in various locations across Toronto. The same creative appears in a variety of daily papers and online banner ads across Shaw Media websites. Radio and on-air promos will start grabbing viewer attention this week with rotation across top radio stations in Toronto, Kitchener, London, Ottawa and Vancouver and across all Shaw Media channels. In addition, US cable avails have been purchased to promote All-American Handyman and include promos on popular channels, TLC, A&E, Peachtree and Spike.
House Hunters and House Hunters International are long-standing hit series and with new seasons of both airing back-to-back this spring, it’s entertaining content that viewers won’t want to miss. The creative plays up the international appeal of the series featuring a dream ‘house’, dream ‘haus’ and dream ‘maison’ all set against the backdrop of the popular 1980’s song Our House by the band Madness. This execution can be heard on radio stations in key markets and through US cable avails. An extensive online buy includes video running on high-traffic websites: yahoo, AOL and microsoft.com serving HGTV’s target demographic in addition to Shaw Media sites.
To further round out HGTV’s spring offering, HGTV’s favourite hosts and experts have come together for the first time in an original promo that highlights not only the celebrity appeal of the channel but its ownership over the renovation, design and real estate genres. The striking on-air promo featuring Bryan Baeumler (Disaster DIY), Sarah Richardson and Tommy Smythe (Sarah’s House), Sandra Rinomato (Property Virgins), Scott McGillivray (Income Property) and Mike Holmes (Holmes Inspection) starts airing on Monday, April 4 to coincide with the launch of the spring schedule.
“This season HGTV has taken a different approach to its promotional campaign; we’re taking risks, breaking away from tradition and exploring new media choices,” said Solange Bernard, Director of Brand and Publicity for Shaw Media’s Lifestyle Channels. “We want to pique the interest of Canadians and aim to do so through wide reaching mediums perfectly suited to each creative execution.”
The marketing campaign and materials were developed in-house by Shaw Media’s Marketing team and the computer graphics featured in the host-driven original on-air promo were created externally by the Design Shop Work Inc.
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