TORONTO – With less than two weeks to go until its Canadian debut, Shaw Media has kicked off a national advertising campaign to introduce Lifetime to Canadian women.
Targeting women 25-54, the off-air campaign highlights series Dance Moms and The Client List, plus layers in a third image piece featuring A-list talent including Jennifer Love Hewitt, Queen Latifah, Lindsay Lohan and Heidi Klum. Together, the campaign aims to promote the brand’s breadth of programming including scripted drama, unscripted series and movies.
Out-of-home executions include a “subway domination” at Toronto’s St. George station, plus large-scale billboards in the high-traffic Toronto Eaton Centre and Burnaby’s Metropolis at Metrotown, which are complemented by clusters of mall posters and ads in women’s only fitness clubs. In addition, print ads are running in commuter publications and daily newspapers, while ads on Facebook and popular female and mom-centred sites such as The Weather Network, Baby Center, Allrecipes.ca and ShopCatch extends the campaign to radio, online and mobile.
The on-air portion of the campaign kicked off in July with promos running in high rotation across Shaw Media’s family of channels and U.S cable avails.
The new channel launches on August 27 and will be available on a three-month free preview for Rogers, Shaw Direct, Bell TV and Cogeco customers.
