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Crave TV breaks national campaign
Bell Media of Toronto has begun a national advertising campaign for its CraveTV streaming television service. The two-week campaign promotes the re-launch of CraveTV as a direct-to-consumer service that no longer requires a cable subscription to access. It consists of television and radio commercials, as well as out-of-home and digital advertising and social media activities.
The 60-second television commercial broke on Saturday on various Bell Media channels. The creative focuses on the range of programming available on the service. It also features a new logo and the tagline, "Stream On." In addition, the company has launched a YouTube channel offering samples of the service's programming. Other campaign elements include 30- and 15-second radio ads, digital billboards in various markets, online banner ads and paid campaigns on Facebook, Twitter, and Instagram. The brand is also conducting a street promotion in Toronto consisting of orange lights on the face of the Bell Media building and video screens displaying samples of content.
"Our strategy is to engage consumers with the CraveTV brand in a memorable way, to drive home the message that Canada's best streaming service is now available for everybody," said Jon Arklay, senior vice-president of The Bell Media Agency. "Dovetailed with a nationwide marketing blitz that spotlights our unmatched lineup of exclusive programming, Canadians can expect to see and hear about CraveTV everywhere in the coming weeks."