Shaw Media is putting heavy promotional power behind the launch of CW’s Beauty and the Beast on Showcase. The remake bows tonight at 9 p.m., targeting adults aged 25 to 54, with a bull’s eye female audience.

OOH placements in the campaign include wrapping transit shelters in Toronto and filling them with faux-rose petals. A street team will be handing out roses with postcards attached that tell consumers about the premiere today in Toronto and Vancouver. These OOH elements are supported with TV spots across Shaw Media properties, Muriel Solomon, senior director, marketing, specialty, Shaw Media, tells MiC. Media and creative for the campaign was done in-house.

Solomon says Shaw Media is focusing its efforts on this show because similarly-themed dramas like Continuum and Lost Girl have done well on Showcase. Creative for the campaign focuses on the drama of the modern twist of the classic story with the tagline “Love is a curse,” and also highlights the show’s two stars, Kristin Kreuk and Jay Ryan.