W Network unveils its multi-tiered marketing campaign for the launch of its fall line-up which includes new episodes of fan-favourite Property Brothers, Love It or List It Vancouver and Candice Tells All. The slate of new episodes returned the first week of September and are supported by marketing initiatives that include out-of-home, social media, television and radio. The campaign focuses on the popular homegrown talent that have made W Network a leader with Women ages 25 to 54, including Drew and Jonathan Scott (Property Brothers); Jillian Harris and Todd Talbot (Love It or List It Vancouver) and Candice Olson (Candice Tells All).
“For our fall launch we capitalized on our brand recognition and our beloved Canadian talent to make a splash in Toronto epicenters” said Shelley Findlay, Vice President, Marketing, Women’s and Family networks, Corus Entertainment. “We leveraged the charismatic personalities of our talent in our advertising materials to drive the connection with our audience. We also know our talent have developed engaged audiences through social media and our campaign leveraged these audiences to promote the W Network message.
The campaign, aimed primarily at Women ages 25 to 54, will feature Yonge-Dundas Square dynamic digital screens, bill boards featuring hosts Jillian and Todd, and Drew and Jonathan. The Property Brothers Drew and Jonathan are featured in short videos driving attention to large backlit posters. The Yonge-Dundas Square initiative will run from September 9 to October 6.
Also launching September 9, W Network takes over Union Station in Toronto with eye-catching branding throughout the urban hub, including branding on doorways, floors decals, column wraps and digital screens. The Union Station visuals include Property Brothers, Love It or List It Vancouver and Candice Olson from Candice Tells All. The campaign will be supported with additional Go Train posters.
W Network’s online campaign includes YouTube pre-roll videos and video ads on Google search pages. The pre-roll ads were customized for the YouTube interface with W talent speaking to the viewer directly, asking them not to hit the skip button with the promise of something humorous or special at the end of each video. The campaign will also be supported with a Facebook campaign using promoted photo page posts with a selection of the Drew and Jonathan Scott “photobombing” each other as well as behind-the-scenes images with Jillian Harris and Todd Talbot.
In Addition the campaign features broadcast spots across Corus Entertainment’s specialty channels including OWN: Oprah Winfrey Network (Canada), CMT (Canada), Cosmopolitan TV and W Movies; advertising on TLC, Peachtree, AMC, A&E, CNBC, CNN and MSNBC; 30-second radio promos and Astral’s Digital Outdoor Network in Toronto and Vancouver.