Showcase gets bold

A mega marketing campaign is making its way across the nation's major cities on Monday to help introduce the net's new look.

Showcase is launching a new logo and on-air look with its programming debut this Monday, and promoting the move with a national consumer marketing campaign spanning on-air, out of home, radio, print, IPG and online.

Targeting the 25-to-54 new and current viewer demo, primarily in Toronto, Ottawa, Vancouver, London and Kitchener, the fall advertising campaign introduces the new brand and sched to viewers via multimedia elements over the next four weeks, with the new logo as the focal point of the marketing efforts.

Helmed by Canwest’s internal creative agency with its in-house media buying team handling buys, the campaign includes an OOH subway execution and takeover at Toronto’s St. George Station, spanning its pillars, stairs and platform. Out-of-home and print ads promoting Weeds feature an image of the series’ star Mary-Louise Parker paired with the new logo in a plastic baggy meant to resemble a bag of weed. House star Hugh Laurie is also paired with the Showcase logo made out of prescription pills. Three-dimensional vertical billboards of the print creative can also be found at multiple locations across Toronto.

The campaign’s online element at will see more full-episode streaming of the net’s dramas, as well as access to behind-the-scenes footage and exclusive webisodes of Showcase originals, show-specific sites and the Showcase daily blog on the worlds of TV, film, gaming and pop culture.