TORONTO – Corus Entertainment has begun a multifaceted media campaign to promote its newly branded specialty service Dusk, formerly known as Scream.
The re-launch includes a new look and an expanded programming scope that focuses on suspense, supernatural and thriller programming catering to adults 18 – 49. The channel will be in free preview on EastLink digital cable, including its Aylmer, ON subsidiary Amtelecom, from September 9 – October 9, 2009.
The campaign also includes spots on 360 Cineplex screens in Vancouver and the Toronto area, video installations in some Toronto storefronts, print advertising, plus radio and TV spots.
“The evolution of Scream into Dusk provides us with an opportunity to reach a broader audience and capitalize on the growing interest in suspense, thriller and supernatural-themed programming,” said Jim Johnson, VP of marketing for Movie Central and Dusk. “From the elegant and moody theatrical and radio spots to the ghostly storefront projections, we wanted this campaign to creatively incorporate the same elements that capture Dusk’s atmosphere of mystery, thrills and intrigue.”
