Canwest has marked a first for advertiser integration by launching an entertainment digital channel dedicated to American Express on Canada.com. The brand calls the channel the next logical phase of its ‘More Than Just a Card’ campaign, developed by Ogilvy and Mather and launched in November 2007.
The More Access Digital Channel ‘brought to you by American Express’ showcases the brand’s sponsorships, branded events, promos and special treatment experiences, along with Canwest-created content. Not only does the channel give viewers web-exclusive video and behind-the-scenes footage from Heroes and other Canwest shows, it pumps out other co-branded content such as daily articles on entertainment, restaurant reviews, the marketer’s own concert ticket alerts and event coverage from the National Post‘s Shinan Govani.
The strategic partnership includes the integration of branded Hot List vignettes, which will air across Global, E! and Canwest’s family of specialty channels, such as HGTV. The vignettes report on American Express experiences in music, dining and other entertainment events. As well, the integrated campaign will tie into other Canwest print and digital properties, including Canada.com, to promote awareness of the new channel to more than just current card members.
