TORONTO – Global’s new fall consumer advertising campaign will pump its primetime roster with off-air and on-air spots, interactive social media elements, and several show specific initiatives that will rollout during the next four weeks.
The network’s ‘BIG Fall Season’ image campaign features creative around the premieres of returning series Glee, The Good Wife, House, The Apprentice, Survivor: Nicaragua and new series Lone Star and Hawaii Five-0. Beginning this week, the campaign took over the country’s busiest subway stop, Toronto’s Yonge and Bloor station, with floor-to-ceiling murals, while a series of promo spots also began airing across the family of Canwest channels in addition to Global.
To celebrate the return of hit series Glee, the network will rollout a "slushy initiative" beginning September 13 at Mac’s Convenience Stores nationwide to give away show-branded collector cups at the Froster machines (Mac’s version of frozen ‘slush’ drinks). Global has also struck a partnership with Juice Mobile on a campaign to reach users through their smart phones and allow them to opt-in for text reminders about their favourite shows.
"With hit returning series and the most talked about new shows, we’re excited to be launching one of our best fall lineups to date," said Jamie Schouela, VP marketing strategy, in the announcement. “There’s a lot to sample and we’ve carefully planned an integrated and impactful media mix rolling out over the coming weeks so Canadians won’t miss their favourite Global premieres."
