Showcase is heating up the winter with a national advertising campaign promoting the channel’s impressive winter programming lineup. Kicking off this week, the robust campaign builds awareness and drives tune in to the new blockbuster series, Covert Affairs and the hotly anticipated return of Burn Notice, season two.
Showcase’s extensive multi-media campaign emphasizes the channel’s winter programming and sets out to introduce consumers to USA networks’ runaway success Covert Affairs, as well as the second season of the unstoppable spy hit Burn Notice. Showcase’s bold winter campaign is an evolution of the hugely successful fall campaign and continues to promote the acquisitions by simulating a campaign for a theatrical release.
The promotional campaign targets adults 25-54 primarily in Toronto, Calgary and Vancouver. The off air, five week campaign reaches current viewers and encourages new viewers to sample the programming with a strategic media buy that includes on-air, out of home, in-cinema, print and IPG advertising.
“With the success of our fall campaign, it was evident to us that our creative resonated with consumers,” said Muriel Solomon, Vice President, Marketing Strategy, Shaw Media. “To promote this winter’s standout series, we have maintained a similar look, feel and media buy to the fall campaign, but created a tighter, sleeker look and dynamic execution.”
Consumers are set to be impressed by the can’t-miss billboards in marquee locations around Toronto, anchored by a Showcase billboard domination at Yonge and Bloor. Along with billboards for Covert Affairs and Burn Notice, the domination also features a billboard with the Showcase logo. The other marquee locations where consumers can find eye-popping billboards for Covert Affairs, include Church and Bloor and Yonge and Church.
Once again, Showcase has created a thrilling trailer to run in cinemas across Toronto and Vancouver. Audiences will be blown away by a 30 second in-cinema spot for Burn Notice and Covert Affairs running as the last trailer before the start of the film.
The campaign also includes transit shelter posters across the GTA and print promotion in major daily newspapers across Toronto, Vancouver and Calgary.
The on-air elements of the campaign include multiple spots airing on Shaw Media specialty channels, Global and IPG.
Shaw Media’s in-house Creative Agency developed and designed all elements of the on-air and off-air campaign. Shaw Media’s in-house media team did all the planning and buying for the campaign.
