HGTV is starting off the year with a multi-platform ad campaign promoting its revamped winter lineup that includes new programming every weeknight.

The campaign, which features winter scenes based around the channel’s themes of home improvement, design and real estate, targets 25- to 54-year-olds, primarily in Ontario. The tagline is, ‘It’s a big winter on HGTV. Something new every night.’

The campaign includes 500 billboards in Toronto, Kitchener, London and Ottawa for six weeks, full-page colour ads on the outside back covers of the National Post and Calgary Herald, and a TV spot on Shaw Media specialty channels and Global.

There are also 30-second radio ads in Toronto, Kitchener, London and Ottawa, and online ads on sites such as People.com, Yellowpages.com and MSNBC.com. Both radio and online will be driving people to specific shows: My First Place on Mondays, Sarah 101 on Tuesdays, Flipping Out on Wednesdays and Holmes Inspection on Thursdays.

The creative and the buy were handled in-house by Shaw Media’s creative agency, media strategy and marketing strategy teams. The animated on-air spot is courtesy of 4Stroke.

The new schedule launched Monday, and sponsorship opportunities are available and can be customized to suit advertisers’ needs.