TORONTO – History Television has rolled out a new marketing campaign around three of its top series and one new one using its “Born to” tagline.
The four week, national campaign targets adults 25-54 across multiple platforms in Toronto, Vancouver, Calgary and Edmonton. Building on the channel’s Fall marketing blitz, the campaign centres around the new series Around the World in 80 Ways plus Canadian Pickers, American Restoration, and IRT Deadliest Roads: Andes. The creative features the series’ hosts in their natural environments and the consistent use of the headline “Born to…” across all executions.
It also an on-air component across Shaw Media’s specialty channels and Global, print advertising in major dailies across the country, a radio buy that strategically rotates three creative executions, and an on-line buy on sports websites including NHL.com and Sportsnet.
“As soon as we rolled out our fall marketing elements for History Television it was clear that we had created an impactful and inspiring campaign that resonated with Canadians,” said Max Tremblay, Shaw Media’s director of factual and dramatic brand and publicity, in the announcement. “With that in mind, and knowing that we had a winter programming lineup featuring an impressive collection of larger-than-life personalities, we decided to continue the momentum created by the “Born to Be…” campaign, resulting in another cohesive campaign that highlights the breadth and authenticity of the four shows.”
