Canwest goes big for fall

From afternoon drivers to movie goers, cable surfers to Facebook-aholics, Canadians everywhere can expect a little Global in their day this month as the net's national marketing campaign includes its biggest media buy yet.

Global is making sure Canadians everywhere know about its new fall lineup this month, with media buys sprawling across outdoor, print, online and on air, making up the net’s biggest marketing campaign yet.

With creative and media plans developed in-house through Canwest’s creative agency and media strategy teams, the campaign hits the nation Monday, touting programs including The Good Wife, House, Lie To Me, Melrose Place, NCIS: LA, Survivor: Samoa and its new comedy Glee.

Building on promo spots that have been airing since August on Global, new out-of-home elements include floor-to-ceiling murals expected to take up every inch of the busiest subway stop in the country, Toronto’s Yonge & Bloor station, this Monday.

Captivate Network’s digital screens – 1,400 in all – across office towers and elevators across the country will also be graced with Global’s fall promos, including Yonge & Dundas’ giant Metropolis board.

Even moviegoers can’t escape the net: 60-second movie trailers at Famous Players/Cineplex theatres in Toronto, Vancouver and Calgary are touting Glee this month in an effort that’s coupled with national ads for the show in Famous magazine as well as Hello!. Promotion for Glee also includes the first-ever wrap of the new daily evening paper t.o.night. Other large print ads will span the Toronto Star and Vancouver Province, and national radio buys will target afternoon drivers with shows like The Good Wife and House.

Couch surfers will also find their pre-show decision-making under Global’s influence this month, as the net places ads on interactive program guides through Prevue Networks.

Checking your Facebook a few dozen times a day, maybe even while watching TV? If you happen to be one of the two million Canadians who listed Global’s shows as ‘TV show favourites,’ the net is reaching out to you via Facebook Connect. The tool lets fans interact live by posting comments on their Facebook pages while they watch shows on the Global site or on TV.

‘We deliberately picked media that would touch people throughout their day,’ Jamie Schouela, VP marketing strategy, Global, tells MiC. ‘The idea is to really hit people with that same message throughout the day, so whatever big show happens to be premiering, we’re going to hit you numerous times over the course of the day so you just can’t miss the fact that that big show is on that night.’

Banner ads are also targeting users online on Facebook, as well as with custom tailored skins and banners on the net’s site. The online buy is coupled with Global’s TV Twitter feed which feeds fanship with behind-the-scenes facts and tidbits about favourite shows. ‘We know how people consume media and media has changed,’ says Schouela, ‘so we want to make sure we reach them wherever they go, and we want to make sure we use all the opportunities together.’