W Network targets commuters for fall campaign
W Network is targeting commuting women aged 25 to 54 with its new fall TV campaign, which features series like The Property Brothers, Love It or List It: Vancouver and Candace Tells All.
With media by ZenithOptimedia and creative handled by the in-house marketing team, the campaign relies heavily on multiple OOH elements, including a subway domination at Toronto’s Union Station, traditional billboards, posters on Go Trains and video screens in Yonge-Dundas Square in Toronto. The commuter strategy is also supported by radio spots on Chum FM, CHFI and Corus-owned properties like Q107 and 102.1 The Edge.
Shelley Findlay, VP of marketing, women’s networks, Corus Entertainment, tells MiC that this is the first time W Network has focused heavily on creating context-specific content, noting that spots on the male-targeted Q107 and 102.1 The Edge are tailored specifically to urge men to watch with women. She adds that it’s also the first time the channel has used a Union Station domination.
The campaign’s commuter strategy is supported by TV spots that come up in electronic TV guides and traditional promos across Corus properties and on female-targeted stations like TLC and A&E. Digital rounds out the campaign, with ads on YouTube and Facebook and search advertising on Google.
Findlay says W Network opted to focus on The Property Brothers, Love It or List It: Vancouver and Candace Tells All because its talent lended itself to creating additional online and social content. The Property Brothers are creating a photobomb social campaign and behind-the-scenes “Bro Cam” series, while Love It or List It: Vancouver’s Jillian Harris is creating a series where she talks about her favourite things.
Findlay adds that W Network’s fall TV campaign is one of the channel’s largest of the year, noting that its winter campaigns for new shows premiering mid-season have become equally as important.
The campaign will run for four or six weeks depending on the medium.