TORONTO – The city`s downtown transit shelters have been transformed into a rose garden of sorts to promote the upcoming premiere of Showcase`s Beauty and the Beast. The multi-platform campaign, developed in-house, also features on-air promos, paired with distinctive out-of home creative.
Showcase says the campaign reflects the “high-stakes drama and romantic intensity of the series by using the symbol of a rose as the primary visual component.“
The four-week, national advertising campaign targets a mass audience through a strategic media buy among adults 25-54 ahead of the show`s premiere October 11 at 9 p.m. ET.
“Leveraging the consumers’ familiarity with the love story behind Beauty and the Beast, the campaign uses the iconic rose associated with the fairy tale as a mnemonic and highly visual device in a companion ad execution,“ explains Showcase in its news release.
“The final product is a campaign that gives a classic fairy tale a contemporary twist that will resonate with viewers while maintaining the essence of the series,” said Muriel Solomon, Senior Director, Marketing – Specialty, Shaw Media.
To increase audience reach the promos run on U.S. ad avails and are cross promoted on all Shaw Media channels, “culminating with a roadblock the day of launch.“ In addition to online ads, print ads can be found in the entertainment sections of commuter newspapers nationwide.
Social media extensions to the robust campaign include the marketing poster tease to Showcase’s Twitter followers @showcasedotca before being released in market. The promos were also posted on Facebook, YouTube and Twitter where they can be shared by Showcase’s online communities. Using the hashtag #BATB followers can track social activities of the show and join the conversation on the day of the premiere during the live Twitter chat.
On the day of the series launch, commuters in a high-traffic area will be handed a long stem red rose with the reminder to tune into the October 11 premiere.
