Citytv today announced details surrounding the multi-faceted marketing campaign for the series. Alcatraz debuts Monday, Jan. 16 with a special two-hour premiere. The advertising campaign is designed to break through the winter lull and prepare viewers for the suspense of the new drama this season. Citytv's multi-faceted advertising campaign is also integrated across all Rogers Media platforms, including radio, television, digital, and print.
The integrated campaign includes: 30-second promos running across Rogers radio and TV stations in Toronto, Kitchener, Ottawa, Vancouver, Calgary, Edmonton, and Winnipeg. The campaign also features full-page ads in Connected magazine and digital display ads across the Rogers Media digital network. Marketing Magazine subscribers will receive a double-sided six-panel character and ensemble cast poster.
Citytv is furthering its engagement with consumers by releasing a QR code contest hosted online and communicated via commuter dailies. The ‘Alcatraz Unlock The Mystery' contest gives viewers the chance to win a trip for two to San Francisco to visit Alcatraz Island - the site of America's most infamous prison, once home to some of history's most dangerous and deadly inmates.
Other elements of the comprehensive marketing plan include:
* Out-of-home advertising - transit shelter ads, digital and static mall posters, underground path posters, transit interior posters and spectacular billboards in the Toronto, Vancouver and Calgary markets
* Display ads across a variety of ad networks, homepage takeovers on launch day, as well as content search and match in Toronto, Vancouver, Calgary and Edmonton
* Daily commuter newspaper domination in Toronto, Vancouver, Calgary on premiere day
* Social media consumer engagement using Twitter and Facebook.
The on-air campaign kicked off with a 60-second cinematic-style trailer in the gripping season finale of Terra Nova on December 19 and continued to capture viewers during the 27th annual Citytv New Year's Bash.
Additionally, a 30-second trailer began running in theatres just before the launch of the holiday season's biggest blockbusters, including The Girl with the Dragon Tattoo, Mission Impossible: Ghost Protocol and The Darkest Hour, and continues its run until the television premiere on Jan. 16.
