Global Television breaks campaign for Hawaii Five-0
Global Television has begun a marketing campaign for its new program Hawaii Five-0, which will debut today. The campaign includes an insert in Toronto commuter newspaper T.o.night. The insert features a photograph of the Hawaiian landscape as well as a sound chip that plays the show's theme song when the pages are opened. "This is a historic first for newspapers in Canada," said T.o.night co-founder Tom Hyde. "Never before has a print publication in Canada included an audio component on such a scale." Today's issue of the paper will be distributed by promotional workers in branded clothing. In addition, a tiki bar-themed installation will be set-up at Union Station, including Hawaiian music and beverages, hula dancers, surfers, and a preview of the show. The campaign also includes additional street promotion in Toronto and Vancouver. Promotional workers from Mosaic Experiential Marketing wearing grass skirts and surf clothing will distribute branded leis to commuters in high-traffic areas. These leis will also be distributed to customers of the airline WestJet during flights to Hawaii this fall. The flights will also include a presentation of the television show. Additional components include radio commercials, newspaper advertising and online banners. "From original creative to brand integration and promotional stunts, we wanted to complement our strong off-air media plan with buzz-worthy elements that matched the sleek feel of this bold new series," said Jamie Schouela, vice-president of marketing strategy at Global. The campaign was developed in-house by Canwest.