Canwest begins fall campaign for Slice
Canwest Broadcasting has begun a fall campaign for its Slice specialty channel. The initiative is intended to increase awareness of the channel's Saturday night programming line-up. The four-week campaign is aimed primarily at women between the ages of 18 and 49, with its focus on the Toronto area. It includes television and radio commercials, transit advertising and posters in the changing rooms of fitness centres, as well as online materials. The campaign was developed in-house by Canwest. "We developed creative that reflected the prominence of the characters and locales, while also letting audiences know that Slice is the ultimate destination for Saturday nights," said Solange Bernard, director of marketing for lifestyle channels at Canwest Broadcasting.