Selling New York

This week marks the launch of HGTV’s hotly-anticipated Fall schedule and eye-catching advertising campaign. This season HGTV is highlighting two entertaining series – the exciting brand-new U.S. acquisition Selling New York and Canadian viewer-favourite Income Property – with clever creative executions that promote the breadth of home related content available on HGTV.

Selling New York will seduce viewers with tales of New York City’s extravagant residential properties and the colourful characters who buy and sell them. It’s a rare glimpse into the lives and homes of the rich and famous – all of which stands out in the print, radio spots and on-air creative.  

On-air promos offer a look through a key hole into a glamorous home providing viewers with a sneak peek into the exclusive high-end world of Manhattan real estate and will air across Canwest specialty channels and Global including a roadblock on day of launch.

Print creative takes a different yet equally glamourous approach, showcasing a dazzling New York City skyline at night with full-page colour ads running in national and regional newspapers and with subway platform posters in select Toronto stations.

The series will be promoted online across all Canwest websites and on high traffic sites including: MSN.ca, Yahoo.ca and Sympatico.ca. Radio spots will be heard across female skewing radio stations across Toronto and surrounding markets.

To drive awareness of the smash-hit series Income Property, the creative takes a fresh and humorous approach by featuring a stack of money with host Scott McGillivray on the face of the bills that playfully reinforces the premise of the show – how one can turn their home into an income generating property. The campaign consists of subway platform posters in Toronto, radio spots on male-skewing radio stations and on-air promos airing on Canwest Specialty channels and Global leading up to the premiere.

“This Fall we played up the entertaining and informative nature of HGTV. The creative for Selling New York emphasizes the glitz and glamour of high-end New York City real estate while campaign elements for Income Property position host and expert Scott McGillivray as someone who’ll help viewers make money,” said Solange Bernard, Director of Marketing, Lifestyle Channels, Canwest Broadcasting. “We’re sure HGTV’s alluring and amusing Fall advertising campaign promoting two very different but equally widely appealing series will resonate with audiences and drive viewership.”

The four-week multi-platform campaign targeting Adults 25-54 in Toronto, Kitchener, London, Ottawa and Vancouver also includes promotion of Selling New York and Income Property at Fall home shows in Toronto, Vancouver and Calgary.

The summer has been hotter than ever for Canwest’s specialty portfolio as the channels experience exceptional growth over last year. To-date, Canwest has seen an impressive combined growth of 23% versus last summer.

The viewership increases can be seen across Canwest’s broad spectrum of specialty channels including staggering growth on the following channels*.

HGTV +45%

MovieTime +78%

TVtropolis +33%

BBC Canada +46%

SLICE™ +31%

National Geographic +37%

History Television +22%

 

Twelve of Canwest’s specialty channels are also enjoying their most successful Summers to-date. The list includes, Food Network, History Television, HGTV, SLICE™, TVtropolis, Action, Showcase Diva, National Geographic Channel, BBC Canada, DejaView, IFC and MovieTime.

“Canwest’s remarkable growth this Summer on the specialty channels is a direct result of our unwavering commitment to providing engaging and thrilling content throughout the entire broadcast year combined with the strength of our brands,” says Barbara Williams, Executive Vice President, Content, Canwest Broadcasting.” “We look forward to continuing this momentum as we head into one of the most exciting and jam-packed Fall seasons yet for our specialty brands.”

The growth is destined to continue into Fall with a slew of brand-new exclusive series premiering across the channels. Some highlights include American Pickers and William Shatner’s Weird or What on History Television, as well as Lost Girl and Burn Notice, airing on Showcase. Viewers can catch Top Chef DC and The Opener on Food, while HGTV is set to launch Selling New York and Home to Keep.