TORONTO – Blue Ant Media officially launched Smithsonian Channel Wednesday amidst ‘street stunts’ in Toronto and Vancouver.
A seemingly unconnected group that includes lookalikes dressed as Fonzie, an astronaut, Jackie Kennedy Onassis, Jerry Seinfeld and a scientist represented a programming genre on the new commercial-free channel – air and space, science and nature, pop culture and history. In addition to the stunt, a consumer contest is underway to win a trip to Washington, the home of the Smithsonian museums. Contest entry will be through social media touch points by “liking” or “following” Smithsonian Channel Canada on Facebook and Twitter.
The broader campaign includes digital, print, out-of-home and on-air executions, including pre-roll and display with a number of TV service providers, elevator video via the Captivate network, and cross-promotion across all Blue Ant Media brands.
“We’re excited to bring Canadian audiences all that the Smithsonian Channel has to offer,” said Jamie Schouela, EVP of marketing and communications, in the news release. “This campaign highlights the breadth of entertaining and compelling programming available that viewers will love and helps build awareness for the national free preview on now.”
