Global Television promotes Rookie Blue
Global Television has begun a marketing campaign for a new police drama called Rookie Blue. The campaign began with a teaser phase during the season finales of a number of Global programs. These commercials continue to air on Global and various Canwest specialty channels. When the program debuts on June 24, commercials will run each hour on all 18 Canwest channels. The campaign also includes billboard advertising in Toronto, Calgary and Vancouver, cinema advertising that will run through June, radio advertising in large markets in the week leading up to the premiere, as well as national newspaper and online advertising. In addition, the campaign includes seven online games at <http://www.globaltv.com/rookieblue/game>, a presence on various social networking sites, and a series of collectable cards featuring characters from the show. "We're excited to roll out this aggressive campaign for a homegrown Global show," said Jamie Schouela, vice-president of marketing strategy at Global. "We are confident that Rookie Blue will be a huge hit with viewers and our campaign clearly reflects our commitment and belief in this Canadian series." The campaign and media plan were developed in-house by Canwest.