CTV Juno promo campaign goes all out

The multi-platform campaign utilizes all assets to promote the Junos - and hype the network as a Canadian music industry patron.

CTV’s second wave of Juno promos touched down this week through a multi-platform campaign on TV, radio, outdoor and online. Targeting the usual 18-to-49 network demo, the campaign launched during CTV’s broadcast of Super Bowl XLIII with ‘The Second Coming of Russell Peters’ spots featuring the comic superstar discussing his second run as the awards show host alongside featured Juno Award performers.

With all media buys, planning and creative handled in-house by the CTV Creative Agency, the campaign is designed to promote both the broadcast, which airs Mar. 29, as well as to showcase CTV’s support of the Canadian music industry.

On-air promotions beginning this week on CTV specialty stations and on its main network are promoting the official Red Carpet Arrivals program and Etalk at the Junos. Radio and online campaigns also begin this week with three different radio ads in Toronto and Vancouver pushing both the broadcast and the nominees. It ‘utilizes as many CTV assets as possible in order to reach the widest national audience,’ says Rick Lewchuk, SVP, CTV creative agency and brand strategy.

An online initiative running across all CTV sites includes custom rich-media leaderboard and bigbox video ads that feature Peters, driving visitors to the CTV Junos site (Junos.ctv.ca). On the streets, an OOH campaign launches in host-city Vancouver this week, and consists of transit shelter posters and billboards across the downtown core, and outside the broadcast venue at General Motors Place and Vancouver International Airport.

Broadcast sponsors include Garnier, Pepsi, Pontiac and Rogers, while Juno Awards show sponsors include Canada’s Private Radio Broadcasters, the Government of Canada through the Department of Canadian Heritage’s ‘Canada Music Fund,’ the Province of British Columbia, the City of Vancouver, Music BC, the Radio Starmaker Fund and FACTOR.