TORONTO – Global Television is launching its “big” fall TV season marketing campaign this week
Kicking off this month, Global’s big outdoor campaign focuses on the network’s best known characters including: ‘big mouth’ Dr House, Family Guy’s ‘big baby’ Stewie, The Office’s ‘big buffoon’ Michael and Heroes’ Sylar is ‘big trouble’.
The creative will be used on bus kings across the major markets of Toronto, Vancouver and Calgary and there is an additional focus on Canada’s largest and busiest public transit system Toronto’s TTC, where the network takes over both Union and St. George stations. The underground passageway at Yonge and Eglinton as well as the major traffic routes at Yonge and York expressway tunnels into downtown Toronto will also showcase Global’s big theme.
This is one of the company’s most diverse multiplatform fall launch, says Jamie Schouela, vice-president marketing strategy. “From shopping malls to washrooms, subway stations to city centre driving routes, we are utilizing the most wide reaching, technologically advanced advertising platforms out there to connect with viewers.”
Global marks the launch of the brand new 90210 with innovative ‘multi-sensory’ promotional platforms. Tapping into the consumer ‘back to school’ drive, larger-than-life 90210 number installations (7 feet high by 20 feet long) inset with plasma screens showcasing ‘sneak peeks’ and behind-the-scenes footage will be unveiled in Toronto’s high traffic Vaughan Mills (August 28-August 30) and the Eaton Centre (August 31 to September 2). Fans can also download the 90210 ringtone for free via any Bluetooth enabled devices and also online beginning later this week at www.globaltv.com. In addition, interactive advertisements in the washrooms of ‘restobars’ across Toronto, Vancouver and Calgary fitted with ‘motion sensors’ will trigger the 90210 ringtone when patrons pass them.
As well, Global is launching show specific advertising campaigns for key new and returning series through print ads, radio spots and online ads as well as digital screens including one in Toronto’s busy Dundas Square. The network also has cable carriers IPG (interactive program guides) dominations in these metered markets and a sponsorship of the Captivate network in Toronto and Calgary (over 1600 screens) which features ads on the screens in office towers.
All creative and media plans were developed in-house through the Canwest creative agency and media strategy teams.
