Currently hitting major markets across Canada, W Network unveils its multi-tiered marketing campaign for the launch of new episodes of the hit series Undercover Boss Canada. The series returns September 6 with new episodes featuring new bosses going incognito in iconic Canadian industries, from fisheries to hockey. The slate of new episodes are supported with a marketing campaign that includes out-of-home, social media, print, radio, broadcasting and in-store opportunities including signage and newsletters with featured companies Home Hardware, Canlan Ice Sports Corp, Purdy’s Chocolates, Cooke Aquaculture, Victorian Order of Nurses (VON), East Side Mario’s, Premiere Van Lines, PJ’s Pets and Pets Unlimited, T&T Supermarket Inc and Tervita Corporation.
“Our in-house creative team had a lot of fun capturing the spirit of the series for the Yonge-Dundas Square spots and putting together episode specific radio ads featuring each boss’s distinct personality,” said Shelley Findlay, Vice President, Marketing, Women’s Networks, Corus Entertainment.
The campaign, aimed primarily at Women between the ages of 25 and 54, runs nationally with a focus on Toronto and Vancouver. The initiative features broadcast spots across Corus Entertainment’s specialty channels including OWN: Oprah Winfrey Network (Canada), CMT and W Movies; advertising on TLC, Peachtree, AMC, A&E, CNBC, CNN and MSNBC; 30-second radio promos for each episode; print ads in daily and commuter newspapers; and initiatives with Facebook’s Marketplace ads and Sponsored Stories, Google Search, plus YouTube video pre-roll ads.
The out-of-home campaign includes billboards, transit shelter ads and the Yonge-Dundas Square promos, which feature two interchanging 15-second spots that will run for six weeks. The Yonge-Dundas Square promos leverage the concept of the series and the medium in an interesting way – with one spot featuring a CEO sweeping the screen clean with a push broom and another with the CEO wiping the screen down. Each spot is tagged with the company that is featured in that week’s episode and drive to tune in on W Network.
Additional support will also include a 10 week consumer contest on wnetwork.com. The Undercover Boss Canada Ultimate Giveaway, that began Monday, August 27, features prizing from each of the 10 participating companies.