TORONTO – HGTV Canada is kicking off 2011 with a multi-platform image campaign celebrating winter and a new season of programming.
Targeting Adults 25-54, the national campaign, with emphasis in Ontario, features three winter scenes emulating a playful and warm feeling while reflecting the channel’s home improvement, design and real estate themes on over 500 billboards in Toronto, Kitchener, London and Ottawa for six weeks. Featuring either a house made of ice and snow, a handy snowman donning a hard-hat and tool belt, or HGTV’s ‘snowfa’, all pieces feature the tagline: ‘It’s A Big Winter On HGTV. Something New Every Night.’ The same creative is featured in full page ads on the outside back cover of the National Post and Calgary Herald.
An animated on-air spot using similar creative is running across Shaw Media specialty channels and Global, while radio and online ads drive to specific shows airing each night of the week.
“Winter is a season people like to spend indoors, curled up on the couch. HGTV’s multi-platform campaign is designed to keep the network top of mind to Canadians and be the channel they go to for entertainment programming and great ideas for the home,” said Solange Bernard, director of marketing strategy for Shaw Media’s lifestyle channels, in the announcement. “It’s an extraordinary winter on HGTV and we want Canadians to know about it.”
