W Network conducts Game of Homes campaign
Specialty television channel W Network has begun a national marketing campaign in support of its competition series Game of Homes. The campaign, aimed primarily at women between the ages of 25 and 54, includes broadcast, digital and out-of-home elements.
The outdoor campaign includes TTC and Go Train signage, digital commuter boards, billboards near home renovation stores and a wrapped transit train in Vancouver.
The online effort consists of pre-roll and banner ads with Google, AOL, BrightRoll, Post Media and YouTube, as well as social media activities. The channel will also run an online video series called Cameron's House Rules, featuring the host of the show Cameron Mathison.
Broadcast ads will run on Corus Entertainment specialty channels including the Oprah Winfrey Network, CMT, Cosmopolitan TV and W Movies, as well as on TLC, Peachtree, AMC, A&E, CNBC, CNN and MSNBC. Thirty-second radio ads will also run nationally.
Additional support will come from social media activities and in-store materials from program sponsors The Brick, Benjamin Moore and 3M.
"Game of Homes is event television and we wanted to make a similar statement in our campaign," said Shelley Findlay, vice-president of marketing for women's and family networks at Corus Entertainment. "With the SkyTrain image wrap, we knew we had something big and would be seen by a lot of people, also it passes nearby by the shooting location on the waterfront of Vancouver. The concept of our campaign captures the spirit of the series as contestants compete to win the ultimate prize, a renovated home and property."