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W Network promotes Undercover Boss Canada

Toronto-based specialty channel W Network has begun a marketing campaign for the release of new episodes of its reality series Undercover Boss Canada. The initiative, aimed primarily at women between the ages of 25 and 54, is running nationally with a special focus on Toronto and Vancouver. The campaign includes out-of-home, print, radio, television and in-store advertising, as well as social media activities. Television commercials are running on Corus Entertainment channels. Thirty-second radio ads will run before each episode. Print ads are running in daily and commuter newspapers. The out-of-home component includes billboards, transit shelter ads and digital display advertising at Yonge-Dundas Square in Toronto. The campaign also includes a 10-week contest online at <>. "Our in-house creative team had a lot of fun capturing the spirit of the series for the Yonge-Dundas Square spots and putting together episode specific radio ads featuring each boss's distinct personality," said Shelley Findlay, marketing vice-president for women's networks at Corus Entertainment.

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