Broadcaster Magazine

Showcase Celebrates 20th. Anniversary with New Branding

  • el
  • pt

  • Showcase celebrates its 20th anniversary on air with a national consumer marketing campaign, highlighting a dynamic new look, logo and voice. Beginning this week, viewers will see a refreshed brand, on-air and off-air, infused with colourful creative elements that complement the channel’s famed character-driven dramas and blockbuster movies.

    Over 20 years, Showcase has become Canada’s premiere destination for premium drama with extraordinary stories and characters. Showcase’s new logo and on-air look reflect the channel’s big and dramatic sensibility. The logo is a throwback to the original Showcase logo with a refreshing and contemporary design reflecting the new programming. The channel’s distinctive new logo anchors all of the on-air elements, from station ID bugs to advertiser billboards, and is complemented by a vibrant and interchangeable colour scheme used in customized brand image spots. The channel’s new tagline “SHOWCASE – Beyond Ordinary” was created to represent the innovative programming available on the channel.

    “As one of Shaw Media’s most-watched specialty channels, we knew we had to create a new look that would act as an extension of the channel’s programming evolution and appeal to our discerning viewers,” said Amanda Ploughman, Vice President of Marketing, Shaw Media.”The result is a new look and logo that pays homage to the past 20 years, while taking a fresh and clever approach that fans and advertisers alike will enthusiastically embrace.”

    To introduce the new brand and highlight the anticipated returns of fan favourite series Outlander, Showcase is launching a striking multi-media marketing campaign targeting adults 25-54, primarily in Toronto. The robust campaign, in market now, reaches new and current viewers through online, mobile, radio, and on-air advertising and, for the first time, features a multi-stage storytelling approach through customized pre-roll ads. Each custom-made digital advertisement focuses on story clips and moments in its first five seconds, before revealing brand, title and tune-in. The storytelling phases are strategically layered with season recaps and exclusive look-aheads, and each marketing element highlights the love, loss, action and adventure of Outlander. This specific strategy is cemented by an overarching campaign boasting the show’s critical acclaim both on-air and off-air.

    On-air, Showcase’s new creative reflects the channel’s evolution into a sophisticated drama destination. Viewers are treated to three timeless image and program spots echoing the premium quality of content and characters on the network. The first spot celebrates the channel’s new image, the second focuses on the channel’s hit Hollywood movies, and the third highlights Showcase’s highly anticipated spring season premieres. Viewers will notice that all spots are accompanied by a confident new voice.

    Showcase’s new branding was designed entirely in-house by Shaw Media’s award-winning Creative Agency. Media buying was handled by Shaw Media’s internal Media Buying team.