CTV revealed details today of a comprehensive marketing campaign to generate awareness for its newly launched local morning programs, CTV Morning Live. The creative copy and messaging centers on the tag line “It’s everything you need,” enforcing CTV Morning Live’s mission to provide viewers with the key information they need to start their busy day: local news, weather and traffic in a friendly and fast-paced format.
CTV Winnipeg was the first of six local CTV stations to launch its morning show in early October, followed by CTV stations in Regina, Saskatoon, Calgary, and Edmonton. Vancouver is the final market to launch CTV Morning Live when its new morning program premieres next Monday, Nov.14.
CTV’s robust marketing campaign combines a solid media mix that maximizes the use of internal promotional inventory on Bell Media television, radio and digital properties with additional paid advertising in radio, outdoor and in print, customized for all six markets, emphasizing the key brand drivers of news, weather and traffic that power CTV Morning Live.
Rolled out in two stages, the first phase of the marketing campaign is based on individual market launch dates and includes locally produced TV promo spots, combined with half-page, full-colour ads in local newspapers, and locally produced radio spots that reinforce the key message “It’s Everything You Need.”
Phase Two of the integrated campaign zeroes in on brand image by showcasing the program’s key consumer benefits and the brand’s positioning of “It’s Everything You Need”. This includes newspaper ads with custom executions in each market; a broad out-of-home billboard campaign in the markets launching CTV Morning Live; radio advertising on Bell Media and other stations, produced locally in each market with a new spot each week, and capped off with consistent messaging to end each spot in all markets; and brand image campaigns on television and online focusing on the key program pillars of “news, weather and traffic.” As the final market to launch CTV Morning Live, Phase Two of Vancouver’s four-week brand image campaign launched November 7.