TORONTO – Showcase’s new fall advertising campaign, which kicked off this week, centres around its two new police dramas Copper and Common Law.
The four-week campaign will build awareness and drive tune-in for the shows, targeting adults 25-54 primarily in Toronto, Vancouver and Calgary. On-air teasers and spots began airing in July, while the out-of home campaign includes posters throughout Toronto and Vancouver transit systems.
Consumers also have the chance to sample Copper and Common Law with pre-roll video on cross-demographic pop culture websites determined by CPAX’s Real Time Bidding. A unique extension of the online buy is Youtube’s “First Watch” ads, allowing the video to be broadcasted to millions of visitors daily.
“With two very different titles to promote this fall, we saw the opportunity to celebrate their distinctive attitudes, while maintaining the integrity of the Showcase brand by leveraging the design of previous campaigns,” said Muriel Solomon, Shaw Media’s senior director of marketing for specialty. “The final product is a robust marketing campaign that allows both shows to stand alone, while effectively communicating the breadth and calibre of programming available on the channel.”
