Showcase's Fall campaign debuting at a theatre near you

Beginning today, Showcase rolls out a national consumer advertising campaign to reinforce the channel’s position as Canada’s prime specialty television destination for dramatic entertainment. On and off-air elements of the campaign build awareness and drive tune in to the channel’s Fall schedule jam-packed with the best exclusive cable programs and top-notch Canadian original series. 

Showcase’s robust multi-media campaign underscores the channel’s unstoppable Fall roster of bold hit programming and sets out to turn consumers on to three outstanding shows – Showcase’s debut of the smash-hit series Burn Notice, the hotly-anticipated Canadian original series Lost Girl and the much buzzed-about return of Weeds. With a line-up of series boasting remarkable production values, Showcase is promoting the three by simulating a campaign for a theatrical release. 

The multi phase campaign targets adults 25-54 primarily in Toronto, Calgary and Vancouver. To build momentum and anticipation for the launch of Showcase’s Fall roster, the campaign launched in July with on-air teasers across Canwest channels, leading into one of the most exhaustive out of home campaigns for the channel. Starting today, the off air, four week component of the campaign reaches current viewers and encourages new viewers to sample the programming with a strategic media buy that includes on-air, out of home, radio, print, IPG and online advertising.

“The Showcase Fall slate is home to some of the most sensational dramas on television. With that in mind, we set out to create a visually arresting consumer campaign that celebrates the theatrical nature of these series and shines a spotlight on the star-power associated with them,” says Sherida German, Director, Marketing Strategy, Canwest Dramatic Channels. “We have created a campaign that without a doubt accomplishes our goal.” 

Consumers are set to be blown away by the striking and intrusive creative that complements the big, bold programmes on the schedule. Commuters won’t be able to miss the dramatic billboards and transit portion of the campaign, with GO train exteriors getting wrapped with creative for Burn Notice. Showcase also becomes the first advertiser to utilize the brand new external Subway posters. Eight cars featuring eye-catching 26×36 posters are running throughout the GTA. In addition to exterior subway advertisements, creative for all three properties is part of a Canwest domination buy at St. George and Union stations. 

A theatrical advertising campaign would not be complete without a trailer. To accomplish this, Showcase is treating moviegoers to a striking 60 second in cinema spot for Burn Notice and Lost Girl, running as the last trailer before the start of the film. To further encourage sampling of the shows, these spots can also be viewed on line across some of North America’s largest portals and most popular entertainment sites as part of an extensive on line buy.

All three shows are receiving on-air and print support, while promotion for two of the series extends to radio. The on-air elements of the campaign include multiple spots airing across Canwest specialty channels, Global and IPG.

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