TORONTO – Shaw Media is supporting today’s kickoff of its newest (read “TVTropolis rebranded”) lifestyle channel DTOUR with a national multi-platform marketing and advertising campaign.
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Shaw's DTOUR specialty channel launched today with a national promo campaign that included blanketing Toronto's Bloor subway station (above) with images from various reality series, including this one from Bizarre Foods America (bottom right).  |
In addition to a free preview in more than 10 million homes, Shaw began cross-promotion today of both the DTOUR launch and the channel’s show-specific promos across several of its specialty channels and on Global Television. The show-specific promos are also being used across US ad avails and online pre-roll, with day-of materials on radio and IPG in Ontario and Vancouver to reinforce show premiere dates.
In Toronto, DTOUR has taken over much of Toronto’s Bloor subway station with promo posters covering the walls as well as turnstiles and ticket booths (pictured right).
Billed as offering “programming that reveals the drama, entertainment and ideas behind the everyday and the extraordinary,” DTOUR’s marketing campaign focuses on four series from its reality-show-heavy lineup.
A core experience from each series is captured in a single word and combined with a visual image from the series – but the words and pictures don’t always match up the way you might think. To promote Bizarre Foods America, for example, the word “Mmmmm” – which gives the perception of experiencing delicious food – is combined with a visual of a bug in chopsticks (pictured bottom).
Shaw said the channel is meant to appeal to a broad audience, with a slightly older skew than its other lifestyle channels – which was, coincidentally, the same demographic targeted for the former TVTropolis channel. The company was granted a new broadcasting license for Category A specialty channel TVTropolis after the CRTC approved Shaw’s acquisition of Rogers’ remaining 33% stake in the channel in June, on the condition that the channel operates under the same terms and conditions as the current licence.
