CALGARY – Look for the screaming E! all over the place for the next little while.
CanWest MediaWorks today announced details of its multi-city marketing campaign to support the cross-country re-branding of its CH channels to E!, which we reported on a few months ago.
Commencing today, running through network launch on Sept 7 and into fall ’07, “the E! Media Domination 2007 rollout represents one of the season’s most significant and aggressive marketing initiatives in Canada, featuring breakthrough creative executions and an exclusive buy of the country’s best major market advertising properties,“ says the CanWest press release.
The multiplatform execution features E! as the sole advertiser in a selection of the most sought-after locations and media outlets in Toronto and Vancouver.
"For months, viewers have been anxiously awaiting E!’s launch in Canada," said Walter Levitt, senior vice-president of marketing for CanWest MediaWorks, in the release. "Our network launch will build on that buzz, using innovative media and creative executions that captures the fresh, entertainment-based spirit of the E! brand."
However, the legacy CH branding will stick around as the network`s news shows will be re-titled CHCH News. CanWest sources say they are sensitive to viewer (and Regulator) concerns over the local nature of the channels in Hamilton, ON, Red Deer AB (serving Calgary and Edmonton) and Victoria, BC., given the total re-branding to a U.S. cable channel brand. They say that the focus, structure and staff of the local news shows will remain intact.
CH Montreal will be re-branded with its original call letters, CJNT-TV, as of September 7th with its own local marketing campaign for the multicultural station.
Below are some of the elements of the E! campaign.
OUTDOOR: Beginning September 3, the Toronto Subway – will feature multi-surface applications as E! exclusively takes over the inside of the key commuter hubs at the Eglinton and St. George Stations. Creative will feature a ‘tease/sneak peek’ campaign – introducing both the network brand and key primetime franchises – running through September 6.
On September 7th, creative in all locations will transition to a ‘full reveal’, to celebrate the network’s launch day.
Similarly, the high volume York and Yonge Street tunnels into downtown Toronto will set the pace, showcasing the E! tease and reveal theme, beginning August 27.
Custom E! creative will also take over the landmark Sears board at Toronto’s Eaton Centre, a high-impact digital and static board on the Gardiner Expressway, in addition to hundreds of billboards across the GTA.
PRINT: On Saturday, September 8, the Toronto Star will be ‘wrapped’ by E!. In addition, throughout the Toronto International Film Festival E! ads will dominate Toronto’s commuter daily Metro. (Ed Note: We also figure that CanWest`s chain of newspapers like The National Post, Vancouver Province and Calgary Herald might carry some E! ads.)
RADIO/STREET: In partnership with Toronto radio station Z103.5 FM, a city-wide "Spot the E!" contest launches today. For three consecutive weeks, a 12-foot, 3D E! will travel to three undisclosed Toronto locations. On-air promo will drive listeners to be on the lookout to spot the E! and log on to the station web site to fill out a contest form for the chance to win E! prize packs and tickets to the VIP E! launch party on Friday, September 7.
The initiative is supported by street teams who will hand out posters on-location weekly to create additional reach/exposure and promote launch awareness.
Additionally, radio campaigns in key markets will begin September 10 and run throughout fall.
All creative and media plans were developed in-house by the E! marketing department in Calgary.
