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Showcase conducts launch campaign for The Magicians
Specialty television channel Showcase is conducting a national advertising campaign supporting the debut of a new drama series called The Magicians, which will premiere on Jan. 25. The campaign, developed in-house by Shaw Media, is intended to raise awareness of the series among adults between the ages of 25 and 54, with a special focus on viewers between the ages of 25 and 34. It consists of television commercials on Shaw Media specialty channels, as well as digital displays in shopping malls and other retail locations, digital elevator screens, cinema pre-show advertising, online banners and social media activities. The creative takes as its theme the idea of magic in the real world.
The channel has also installed an interactive video wall in the PATH system of pedestrian walkways in downtown Toronto. Passers-by can use body-tracking cameras to interact with the display in order to appear to perform magic. This element, developed in associaton with Fourth Wall, will remain in place until Jan. 30. On the day of the show's premiere, promotional workers at this location and at participating Cineplex theatres will distribute branded decks of cards to pedestrians.