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Global Television breaks fall campaign
Global Television of Toronto has begun a marketing campaign in support of its fall programming schedule. The four-week national campaign is aimed primarily at adults between the ages of 18 and 49 and highlights a number of new and returning programs. It includes television commercials on Shaw Media specialty channels and interactive programming guides, as well as 30-second radio ads and print advertising, as well as online banners and video pre-roll ads on Songza and YouTube. The creative uses the tagline, "Get ready for more."
The campaign also includes an out-of-home installation at Union Station in Toronto focusing on the drama The Blacklist. The installation consists of a display containing several thousand names and an invitation for viewers to visit a website at <http://www.offthelist.org> to see if their name is included. When a name is removed online, it is crossed-off the installation. The blacked-out names will gradually form the words, "The Blacklist." Additional out-of-home elements are running in Toronto's Bloor subway station, including billboards, platform posters, digital boards, elevator ads and bus ads.
"We wanted to be in the market with a campaign that clearly and aggressively showcases the enormous amount of programming coming to Global and the star power attached to each series," said Jason Keown, senior director of marketing for Global Entertainment. "The end result is a cohesive and electrifying campaign that is going to energize viewers and get them psyched for our fall lineup."
The campaign was developed in-house by Shaw Media. The Union Station installation was developed in association with Rethink.