TORONTO – History Television kicked off its Fall campaign Tuesday, centring around the new and returning hit series Pawn Stars, American Pickers and the Canadian original series William Shatner’s Weird or What?
The campaign includes advertising in print, out of home, radio, IPG, on-air and online. Targeting Adults 25-54 largely in Ontario and British Columbia, the print portion includes a series of high-impact ads that exemplify the colour scheme and look of the History Television brand and play-up the channel’s entertaining personalities. Creative headlines include “Trust Us. It’s a Big Deal” (Pawn Stars), “It’s Not Antiquing. It’s Mantiquing” (American Pickers) and a trance-inducing compilation of “Shatner-ian poetry” (William Shatner’s Weird or What?).
Out of home execution includes three-dimensional billboards at multiple locations in Toronto that feature life-size objects – from bicycles and guitars to iconic Stormtrooper masks – in the form of a dollar sign, centred by a colossal propeller that extends over 20 feet. In addition, large show-specific creative can be seen on over 100 prominent billboards across Ontario.
Promos have been running since August on-air, as well as on social networking sites including Facebook, Twitter and YouTube. The channel also plans to take over the homepages of popular online classified/auction sites eBay and Kijiji on August 31, September 7 and September 14.
“History Television’s Fall line-up is bigger and better than ever and we wanted to create a campaign that reflected the larger-than-life series and characters viewers can expect this Fall,” said Jennifer Mason, senior manager, marketing strategy, specialty, in the announcement. “The campaign was designed to reinforce this big, ‘can’t-miss’ message with a large number of viewers – no matter where they spend their time interacting with media.”
