Alliance Atlantis’ History Television is going all out to herald the network premiere of the gritty and much-debated Deadwood series about the Olde West (with back-to-back episodes September 4, 9 p.m. ET). A multi-faceted media and publicity campaign using distinctive, sepia-toned creative (done in-house at AA) will roll out in Vancouver, Calgary, Edmonton, Toronto, Kitchener and London that includes three weeks of radio spots, banner ads in major dailies, OOH presence on Eucan recycling receptacles and Resto signage in select bars with ‘Wanted’ bathroom mirrors. Complementing this on Showcase Action is a /Deadwood-sponsored western movie marathon.
And then there’s the street campaign. On August 31, Tom Bishop’s Wild West team of cowboys, horses and a covered wagon will converge on downtown Toronto’s King and Bay biz district. The following day, the rowdies will stage the ‘Queen West Showdown’ at the Horseshow and Black Bull taverns. Costumed street teams will ‘create mock disturbances’ and ask passers-by for directions to Deadwood. The ‘Deadwood Shootout’ poker tournament at The Madison on September 2 will have live remote by The Edge 102. Repeat performances will enliven Dundas Square on September 3 and the Rogers Centre prior to a Blue Jays game on September 4. AA’s in-house team is being assisted with the street theatre by both MPG Maxx Media and Krista Slack & Associates.
