Broadcaster Magazine

Showcase Announces Fall Lineup with Extensive Promo Campaign

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  • Showcase unveils a robust marketing campaign in support of its outstanding fall programming roster. As the top destination for the best cable dramas on television, Showcase’s four-week, multi-city campaign builds awareness and drives tune in to two brand-new series for the channel, Royal Pains and Warehouse 13, and new seasons of massive fan favourites Lost Girl and Covert Affairs.

     Showcase’s extensive multi-media campaign emphasizes the channel’s remarkable fall programming and sets out to solidify the channel as the exclusive home to SyFy’s number one show Warehouse 13, USA’s runaway success Royal Pains, homegrown-hit Lost Girl and hugely successful series Covert Affairs. Showcase’s bold fall campaign also intends to separate the programming from that which is available on other TV channels, through the use of innovative advertising buys, stunts, eye-catching on and off-air executions and creative campaign headlines.

     The multi-phased promotional campaign targets adults 25-54 primarily in Toronto and Vancouver. To build momentum and anticipation for the launch of Showcase’s fall lineup, the campaign launched in July with on-air teasers across Shaw Media channels, leading into an impressive out of home campaign for the channel. The off-air campaign reaches current viewers and encourages new viewers to sample the programming with a strategic large-scale media buy that includes out-of-home, in-cinema, on-air, online, radio, print and IPG advertising.

    “Our fall campaign aims to build awareness for four key shows, while reinforcing Showcase as the home of home to top-rated cable hits that are sharp, distinctive and thoroughly entertaining,” said Muriel Solomon, Senior Director, Marketing – Specialty, Shaw Media. “The highly stylized and cohesive marketing campaign speaks to the high quality of the programming while showcasing the breadth of hit programming available on channel.”

    Anchoring the campaign is a visually arresting subway takeover at St. George station. Dominating the top level of the subway station are creative executions for Royal Pains, Warehouse 13 and Covert Affairs, while striking creative for the channel’s number one original series Lost Girl, takes over the lower floor. In addition to the domination, the Showcase fall consumer campaign has an impressive presence above and below street level with subway platform posters and transit shelters.

    To welcome the smash-hit series Royal Pains to the fall schedule, Showcase is bringing the beach to the city. On August 31st, pedestrians strolling through the Yonge-Dundas Square will get a taste of the Hamptons, when the channel transforms the location with a full-blown beach party setup. Consumers will have the chance to sample Royal Pains via multiple promotional executions – including big screen televisions set up running the on-air promo, and a street team handing out unique takeaways with the show’s tune in information.

    Showcase’s impressive campaign also extends into cinema. Moviegoers will be treated to dynamic commercials for Royal Pains and Lost Girl during the digital preshow and the series will have a presence in theatres throughout Toronto with cinematic style backlit posters.

     All four series are receiving on-air and radio support. The on-air elements include an expansive national US cable avail buy, two channel dominations on Global for Lost Girl and Royal Pains, as well as cross promotion across Global, the Shaw Media specialty channels and IPG.

     The online buy includes unique social media extensions of the campaign that will further generate impact by encouraging sampling and sustain awareness for the series. This includes a focus on appointment viewing and peer-sharing via Facebook and a promoted Twitter account. In addition, video ad units of the on-air spots can be viewed on some of North America’s largest portals and most popular entertainment sites.

    The marketing campaign extends into print advertising with half and full-page advertisements running in The Toronto Star, Toronto Metro, Vancouver Province and Vancouver Sun.

     The marketing campaign and materials were developed entirely in-house by Shaw Media’s Marketing team.