National Geographic Channel promotes Dog Whisperer in parks
Canwest Broadcasting has begun an out-of-home promotion in downtown Toronto in support of the new season of Dog Whisperer on its National Geographic Channel specialty station. The campaign consists of small billboard placed in public parks, ostensibly aimed at dogs. The signs read: "Arf! Bark bark! Woof! Ruff! Dog Whisperer, New Season, Saturdays at 5 pm." Approximately 100 signs have been placed in Toronto parks including Christie Pitts, Craigleith Gardens, Withrow Park and along Lake Shore Blvd. "Dog Whisperer is a huge hit on National Geographic Channel and we wanted to get the word out about the new season in a fun and clever way," said Jenny Norush, director of marketing strategy for factual channels at Canwest Broadcasting. "We set out to implement a stunt that speaks to the mass appeal of [show host] Cesar Millan and the upcoming, exciting new episodes, and who better to get the message out to than dog owners and their pooches?" The initiative was developed in-house by Canwest.