TORONTO – Global Television’s new dramatic series Falcon Beach will air in HD beginning in January.
The company announced its marketing rollout plans on Monday and later in the day made the final decision to air the program in high definition, www.cartt.ca was told.
“(T)he steamy 13-episode young adult series about life inside a waterfront resort town is at the centre of one of the most exciting, aggressive marketing campaigns by the network to date,” says toda
y’s press release.
Featuring the appropriately irreverent tagline, "It’s Hot", the multimedia rollout is currently underway. (At right are actors Steve Byers [Jason Tanner] and Jennifer Kydd [Paige Bradshaw])
"Simply put, Falcon Beach is a marketer’s dream," said Walter Levitt, CanWest MediaWorks senior vice-president of marketing, in a release. “We’re confident of the energy and the impact that this campaign will deliver nationwide."
In addition to an intensive on-air promotional presence which began in late November on Global and other CanWest networks, the company has created a variety of customized ‘burning’ ads to run in major daily and commuter newspapers, theatres, transit, health clubs, and at university/college campuses in all key markets. Playing on the "It’s Hot" tagline, mock ads will appear to be singed and smoldering.
Throughout Toronto, the Global ‘Falcon Beach-Bowl’ vehicle will be deployed for a month, beginning December 26th. This fully mobile beach ‘environment’ – housed in a 25′ x 12′ x 9′ Plexiglas frame, complete with sand, surf and bathing suit clad models – will also feature sampling of Falcon Beach merchandise.
Exclusive series previews will be provided by the Brand Effects PixMen (the guys who walk around with TVs on their heads), and music from the forthcoming Falcon Beach soundtrack, including Broken Social Scene, Kathleen Edwards, Hawksley Workman and Hedley. Appearing at malls, major sporting events, and throughout the city’s entertainment district, the Global ‘Falcon Beach-Bowl’ was created in association with gearwerx experiential marketing.
In the days leading up to the January 5th broadcast premiere, fans in Winnipeg, Toronto and Vancouver can watch for details on attending special sneak screenings at selected Cineplex outlets with Falcon Beach principal cast in attendance, and the chance win an on-the-spot deluxe getaway to balmy Bermuda.
Additional guerrilla marketing teams dispatched throughout Toronto, Vancouver, Winnipeg, Calgary and Edmonton, will continue sampling and screening opportunities.
Anchoring the campaign during the series run, the network will also launch a "watch and win" contest throughout the launch phase for a chance to win a trip for two to the 2006 Grammy Awards in Los Angeles
All creative for Falcon Beach was executed in-house, by Global Television’s Marketing department.
