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Slice breaks campaign for new auction series

Shaw Media of Toronto broke a national marketing campaign over the weekend in support of its specialty television channel Slice. The campaign promotes a new auction series called Lost and Sold. Aimed primarily at adults between the ages of 25 and 54, the initiative consists of television commercials, integrated programming guide ads, online and mobile pre-roll ads, print advertising and social media activities.

Transit ads are running in Toronto's Bloor and Yonge subway stations, while street posters are being used in Toronto and Vancouver. In addition, promotional postcards are being distributed at the 403Auction in Mississauga, where the series is filmed, as well as other locations featured in the show.

The campaign also made use of an installation in Union Station in Toronto during the long weekend. The installation consisted of a 10-foot-tall pile of auction items along with a standing cutout of the show's cast and a television displaying clips from the series. Promotional workers distributed branded luggage tags and invited consumers to enter a draw for a set of luggage.

"The street level stunt for Lost and Sold embodies the uniqueness of the series, its eccentric characters and the world of gambling on lost items," said Muriel Solomon, head of marketing for specialty channels at Shaw Media. "Through this innovative execution, we are able to surprise and intrigue hundreds of thousands of consumers just in time for launch."

The campaign was developed in-house by Shaw Media. The Union Station execution was developed in association with Titan Canada of Mississauga.

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