TORONTO – Alliance Atlantis has unveiled a nationwide integrated marketing communications campaign to support the launch of their newly-branded lifestyle TV channel – Slice.
The multimedia campaign reflects the channel’s "vibrant and defiant style, and integrates online, on-air and out-of-home elements," says the press release.
Slice takes the place of the venerable Life Network, which was launched in 1995.
“To introduce Slice to consumers, we have developed an extensive campaign designed to hit women in original and unexpected ways.” says Gail Rivett, senior vice-president, marketing and publicity at AA. “While the exposure for Slice will be significant, what’s equally important is that we’ve created a unified campaign that speaks to women and embodies the irreverent Slice attitude.”
The nature of Slice’s programming is the foundation of the "My Vice is Slice" advertising campaign. The campaign rolls out this week in Vancouver, Calgary, Edmonton, Winnipeg, Hamilton, London, Kitchener, Toronto, Ottawa and Halifax. Media buying was handled by Alliance Atlantis’ internal media team.
The campaign is designed to speak to women aged 18-49 and utilizes radio, television and print ads; movie trailers; bus, streetcar and skytrain wraps; transit advertising; fitness and women’s washrooms advertising; grocery store ad bars; billboards; interactive online components; and heavy use of public relations – leveraging celebrity program hosts such as Kelly Osbourne and Canadian talents such as Ellie Tesher and Rykr.
“This campaign is all about bringing the confident, edgy, and unapologetic attitude of Slice to life,” says Rivett. “We want to make women laugh and let them know they aren’t alone in their daily tribulations.”
