Cheekily christening a host of upcoming multi-platform activities ‘Media Domination 2006,’ Global Television has vowed to give its new and returning prime-time shows as much oomph as possible by engaging in ‘one of the largest and most aggressive fall launch marketing initiatives on record in Canada.’
Scheduled to begin rolling out on August 21st, the campaign will feature what the network terms an unprecedented level of exclusivity in a raft of sole-advertiser buys, plus dramatic guerilla marketing, event presence and outdoor maneuvres.
A wide variety of custom creative was developed in-house by the television marketing department and tailored to key Global franchises Prison Break, House, The Simpsons, Family Guy, Survivor, Shark and Brothers & Sisters, with select outdoor creative updated regularly to reflect series’ premiere dates, reprising the network’s pioneering strategy last season. Key drop dates for the radio, online and guerilla portions of the campaign – geared to promote series’ premiere days – are August 21st and September 5th.
Because Prison Break was one of last season’s breakout hits, it’s getting a big boost in both guerilla and event marketing. On August 21st, the premiere date for the series’ second season, street teams costumed as chain gang inmates and guards will conduct mock chases through key commuter locations in Toronto and Vancouver, with the guards handing out ‘Wanted’ flyers referencing key characters and tuning info. Additionally, from August 18th through September 3rd, ‘The Global Prison Break Challenge’ will debut at the Canadian National Exhibition in Toronto with a street team putting CNE visitors on the run to compete for instant prizes and the chance to qualify for a grand prize of $150,000.
As for outdoor, Global will virtually take over key stops on the Toronto subway system from the first week of September through the fall, and plaster the high-volume Yonge and York expressway tunnels into downtown Toronto with an all-Global theme. As well, the net will be the first third-party advertiser ever to use the giant Sears LED board at the Eaton Centre and the only advertiser to use the outside wall of the Scarborough Town Centre – messages that are expected to generate millions of impressions. Other national outdoor applications include premium video boards, elevator boards and billboards.
Online, Global will be the only advertiser on Canada.com on September 5th, with banners, billboards and editorial refreshed throughout the day. And on radio, the network will be the exclusive advertiser on key Toronto and Vancouver stations, 102.1 The Edge, 99.9 Mix FM, CFOX and Z95 on August 21st and September 5th. Throughout the broadcast days, listeners will hear custom spots, program updates, interviews and sound-bites from series celebrities, Global
personalities.
