Astral Media’s The Movie Network (TMN) is launching a massive tri-province media campaign to promote its upcoming free preview weekend, which runs November 9-11. The campaign will run November 1-9 in Ontario, New Brunswick and Nova Scotia, with print, radio, on-air, out-of-home, online, direct mail and some grassroots teams handing out free popcorn.
A 56’x47′ wrap at the intersection of Toronto’s Dundas and Spadina kicked off the OOH components. A 15-second ad will run on digital video boards in high traffic areas including Hamilton’s Main/Dundurn intersection and Toronto’s Yonge/Bloor, Yonge/Richmond, Yonge/Dundas, Yonge/Adelaide, Yonge/Eglinton, John/Richmond and Spadina/Dundas intersections as well as on the Gardiner Expressway at Bathurst and Exhibition Place.
Wild postings will hit Halifax (8 locations), Ottawa (12 locations) and Toronto (90 locations), as well as outdoor max billboards and zontals in the GTA. From Oct. 29-Nov. 11, the GO commuter train’s Lakeshore and Brampton lines will showcase a 15-second spot on digital video boards, and over 400 interior posters will be placed in GO trains’ interior cards. TMN will also roll out red carpets in key locations in the downtown Toronto core, where grassroots promo teams will hand out TMN-branded free popcorn.
Print executions will feature double-page wraps, banners, half-page and full-page ads in urban dailies and weeklies, including the Halifax Chronicle Herald, Halifax Daily News, The Coast (Halifax), Hamilton Spectator, Kitchener-Waterloo Record, Ottawa Sun, Ottawa Citizen, Metro (Ottawa and Toronto), 24 Hours (Ottawa and Toronto), Ottawa Xpress, Toronto Sun, Toronto Star, Globe and Mail, National Post, Oakville Beaver, Burlington Post, NOW Magazine and Eye Weekly. TMN is also targeting non-subscribers through bill inserts, direct mail and a half-page cover skit on Bell ExpressVu’s November issue of Show magazine.
TMN has also bought up leaderboards, big boxes and skyscrapers across the Google network, Casale network, Gorilla Nation, Tribal Fusion, Sympatico-MSN.ca and Yahoo.ca – all linking to www.themovienetwork.ca. Radio spots will air on key stations in Halifax, Ottawa, Hamilton, Barrie, Kitchener, London and Toronto. On-air promos have been customized for the net’s affliates.
Through a partnership with Sharp Electronics, the net is also offering one new subscriber the chance to win an HD home entertainment package.
