CBC gives Tudors season two royal treatment

The network is geared up to roll out a lavish promotional campaign for the hit show about King Henry VIII.

The Ceeb is set to promote the second season of royal drama The Tudors, which premieres on Sept. 30 at 9 pm, with fanfare fit for a king.

The promotional campaign will include trailers playing in Cineplex theatres starting in the last half of September, as well as transit wraps, all complementing a boost that coincided with the Beijing Olympics, when an above-average number of viewers were drawn to CBC for its coverage of the Games.

A promotional event is also in the works, slated for Sept. 29. Event details have yet to be determined, but Gemini-nominated actress Natalie Dormer, who plays Anne Boleyn in The Tudors, will be in town to make an appearance. CBC will also be launching a website for the show on Sept. 25 at www.cbc.ca/thetudors. The Ceeb produced all promotional creative in-house, and MDS handled media buys for the campaign.

The fall promotional effort will have a cliffhanger feel, and appropriately so. The second season will build on the first with escalation, as King Henry VIII (Jonathan Rhys Myers) appoints himself head of the Church of England and marries Anne Boleyn in secret, declaring his marriage to Queen Katherine (Maria Doyle Kennedy) invalid.

Season one of The Tudors garnered 12 Gemini Award nominations, including best dramatic series, and had an average per-episode audience of 673,000 viewers.