TORONTO – With British soap EastEnders experiencing 311% AMA growth in Adults 25-54 from summer 06-07, BBC Canada is launching its biggest single marketing campaign to date.
Phase one of the campaign begins on December 17 with on-air spots (on BBC Canada and other Alliance Atlantis networks), and posters in shopping malls and GO Trains. Phase two begins on January 7 with 30-second radio spots, and creative placed in newspapers, magazines and online in four markets: Toronto, Kitchener-Waterloo, Ottawa and London.
The print creative has two executions, says the company, both highlighting the outrageous storylines that are packed into each half-hour. The radio and television creative offer humorously abridged versions of an episode or storyline, done in 30 seconds or less.
EastEnders launched on the network in 2001, where it airs exclusively in North America. Since that time, it has steadily gained momentum with viewers and in fall of 2007, it was given an additional play in primetime with new episodes airing Tuesday-Thursday at 7:30 pm ET, adds the release.
All creative elements and media planning are being done in-house with sponsorship by Caltrate Plus, Visa and Zoom Airlines.
