Next week’s Toronto Just For Laughs Festival (presented by Westjet), is being promoted through an integrated marketing campaign by Toronto-based Zig throughtout this Sunday.
Spanning television, radio, print and various interactive executions, the campaign targets the 35- to 44-year-old downtown Toronto crowd and features excerpts from the show’s stand-up comedy routines by Shawn Majumder and Danny Bhoy, inserted into everyday situations – and comes with awkward results, demonstrating how the Toronto Just for Laughs Festival is the most well-suited time and place for comedy.
TV spots, also handled by Zig, will air on CTV and CP24, and radio on Corus radio stations and CHUM-FM. The campaign’s print elements are running in Metro Toronto and the Toronto Star, while wild postings, TSAs and lamppost signage will appear throughout the GTA.
Online components include a Facebook page, a YouTube channel and a desktop widget.
‘The [campaign] strategy was to provide a bit of light humour during serious economic times and remind people how laughter can revitalize and de-stress them,’ Aaron Starkman, CD at Zig, tells MiC.
‘The goal is to build awareness of the Toronto Just for Laughs Festival and differentiate it from the Montreal festival and Just for Laughs Gags,’ adds Starkman. ‘This campaign addresses that by using popular, recognizable clips of the Toronto lineup’s performers, reminding the audience what it’s like to enjoy a good laugh, and driving home where they can get that [Toronto Just for Laughs Festival] experience.’
