Will one moment change everything?
CTV hopes it will. The net's campaign for Flashpoint has been pumping up Canadians for the show's premiere tomorrow night, so the numbers had better be good.
Flashpoint star Hugh Dillon’s face is on so many ads in so many places, you must feel like he’s moved into your head. CTV’s summer series – yes, the one that the Americans bought to air in ‘reverse simulcast’ – is set to premiere in the 10 pm time slot on Friday, July 11.
In what time slot, you ask? Well, that’s what MiC wondered. We can’t even remember the last time a Friday 10 pm show floated to the top of the weekly BBM/Nielsen list. But with so much promo, we won’t be surprised if it does well.
The series started getting real press coverage when CBS signed on as a production partner in January 2008, about half a year after the pilot was shot. It will be the first Canadian series since Due South to air in network prime time in the US. Production began in Toronto in April, the buzz began to build at the upfronts and on June 25, a press release hit the wire with the headline: ‘One Moment Changes Everything: High-Stakes Drama Flashpoint Targets CTV, July 11.’ Genius? No. Does it do the job? Sure.
But a headline alone doesn’t produce a hit. So here’s a rundown of CTV’s publicity and promo efforts building up to tomorrow’s premiere:
* CTV Upfront 08 Flashpoint Press Session: Stars Enrico Colantoni, Hugh Dillon, Amy Jo Johnson and David Paetkau along with executive producers Anne Marie La Traverse and Bill Mustos met the media at a press session before the CTV 08 Upfront Presentation on June 2. In all, 26 outlets and over 40 journalists were in attendance.
* External: Three large billboards at Yonge/Dundas Square in addition to hundreds of bus and transit shelter ads (Toronto).
* On-Air Support: A 60-second launch spot and 30-second tease are currently in heavy rotation on several top-rated CTV shows, including: Canadian Idol, So You Think You Can Dance, Law & Order CI and Greek. The spots will also be extensively cross-promoted across the CTV family of channels, including TSN, Discovery Channel, The Comedy Network, MTV, MuchMusic and more. Lower 1/3 banners are also currently running on CTV and TSN.
* Online Support: The online plan includes extensive media buys on top entertainment/media sites including Facebook and YouTube. Banner ads are currently running on CTV.ca, directing viewers to a 60-second sneak peek trailer on the CTV.ca video player. Banner ads are also being cross-promoted across all CTV digital channels linking to the show’s microsite and trailer at CTV.ca. A 30-second launch promo currently running on CTV.ca is in rotation on TSN, Discovery, The Comedy Network, MuchMusic, Fashion Television, MTV and Bravo!
* In-Theatre Promotion: A 60-second trailer began airing June 27 in Toronto Cineplex theatres in advance of several films, including Wanted, Hancock, Mamma Mia and The Dark Knight. In total, the trailer will appear in 21 theatres on 240 screens.
* Media Tour: In between production shoots, the cast is available for print, radio and television interviews in support of the broadcast.
Still, if any Canadian misses the show it’ll be streamable online at CTV.ca, or downloadable via iTunes.