BBC Telly hits Toronto streets with tabloid-style promo
The Beeb is tapping into that hidden, yet universal, fondness for Tatleresque-dishing, and targeting Toronto women with a saucy one-off rag touting Fall TV.
Alliance Atlantis’ BBC Canada tucked an insert in with 250,000 copies of today’s Toronto Star, that pushes its fall slate of lifestyle programming in the form a British-style tabloid.
The 16-page BBC Telly, with Canadian gossip king Shinan Govani as guest editor, aims to highlight frank, honest and even shocking views of Canadian women along with the fall shows. Tabloid-like candid comments and photos taken on the streets of Toronto will also be part of the package, along with results from a national survey that purportedly reveals what Canadian women aren’t saying but want to. The mag is also be available at BBCCanada.com.
BBC Canada marketing associate James Johnston says the tactic highlights the net’s focus on the ‘best and boldest’ of Brit lifestyle shows. ‘The tabloid reaches out to ‘women in the know’ when it comes to style, relationships, décor and lifestyle issues in general,’ he says.
Toronto-based Pilot PMR developed the campaign creative.