CTV unleashes massive SYTYCDC promo

To rev up excitement about the debut of So You Think You Can Dance Canada, the net is set to launch its biggest promotional campaign ever for a CTV show.
By Jonathan Paul
August 27, 2008

Building on the phenomenal success of So You Think You Can Dance, CTV is set to roll out a wide-ranging national multi-platform promotional campaign to further support the much-ballyhooed So You Think You Can Dance Canada. The campaign, which will be the largest promotional campaign ever for a series on the network, will kick off on Sept. 1.

‘People can’t stop talking about So You Think You Can Dance Canada,’ says Susanne Boyce, CTV president of creative, content and channels. ‘Coming off the record-breaking season for the American version of this hit international format, we’re hoping to capitalize on the dance fever taking over the nation with this comprehensive campaign.’

Designed and executed by the CTV Creative Agency, the initiative will shower ads in major markets across Canada. Hundreds of bus billboards will appear in Toronto, Edmonton and Calgary, and transit shelter ads will pop up in Toronto, Vancouver and Montreal. A radio buy of 30-second spots will hit the airwaves in Toronto, Vancouver, Calgary, Edmonton, Montreal and Quebec City, and the campaign also includes a national online buy.

‘We are rolling out the promotional red carpet for So You Think You Can Dance Canada,’ says Rick Lewchuck, SVP, CTV Creative Agency and Brand Strategy. ‘Due to the strength of the top-rated CTV schedule, we have a unique opportunity to focus our firepower during the fall launch on the one new series everyone’s talking about.’

In Toronto, Union Station will be branded with a So You Think You Can Dance Canada station domination, while the interiors of six subway cars, as well as the exteriors of two subway cars, will be completely wrapped. A Toronto streetcar will also be branded with a custom-made wrapping. Large billboards will be unveiled at Yonge-Dundas Square, Yonge and Bloor and the Hydro Plant board at Front and John streets, and a painted mural will appear at Queen and John Streets.

As the show’s premiere date, Thursday, Sept. 11 at 8 pm ET, draws closer, So You Think You Can Dance Canada street teams, including groups of dancers, and interactive branded vehicles will target high-traffic areas in Toronto, Montreal, Vancouver, Calgary and Edmonton.