TORONTO – Showcase kicked off a new multi-media marketing campaign this week in support of its roster of fall shows.
The four-week promotion targets adults 25-54 primarily in Toronto and Vancouver in support of the new series Royal Pains and Warehouse 13, as well as the return of fan favourites Lost Girl and Covert Affairs.
While the campaign initially launched in July with on-air teasers across Shaw Media channels, the off-air campaign includes a large-scale media buy that includes out-of-home, in-cinema, on-air, online, radio, print and IPG advertising. In Toronto, it also includes a “subway takeover” at St. George station and on Wednesday, the channel will transform the city’s Yonge-Dundas Square into the Hamptons with a beach party setup.
“Our fall campaign aims to build awareness for four key shows, while reinforcing Showcase as the home of home to top-rated cable hits that are sharp, distinctive and thoroughly entertaining,” said Muriel Solomon, senior director of marketing – specialty for Shaw Media, in the announcement. “The highly stylized and cohesive marketing campaign speaks to the high quality of the programming while showcasing the breadth of hit programming available on channel.”
