TORONTO, November 16, 2009 – Last week, home improvement specialty channel DIY Network Canada launched a consumer advertising campaign to build awareness of the brand new channel and notify existing and potential subscribers of a free preview currently available through Rogers, Bell TV and Shaw Direct.
DIY, a Canwest channel, launched last month, replacing the Fine Living, as Cartt.ca reported.
The national three week campaign consists of print, radio, on-air and online executions targeting adults 25-54 “with a bulls-eye of 35-year-old males and their partners,” says the release.
Humorous and provocative print ads (pictured) depicting do-it-yourself projects can be seen in the Vancouver Sun, Vancouver Province, Calgary Herald, Toronto Star, National Post and Metro Toronto. Accompanying attention-grabbing radio spots, appealing to couples, can be heard on select stations in Toronto and Vancouver.
The campaign extends on-air and online with 10 second commercials running on Global Television, U.S. cable avails and all of Canwest’s specialty channels and with banner ads displayed on Canada.com, GlobalTV.com and across all Canwest specialty web sites.
