As befits a series that’s remained humble despite boffo domestic success, Corner Gas will get a coast-to-coast sendoff for its September 18 premiere on CTV – but on radio.
Most of Canada will wake up in Dog River, Saskatchewan, that day, when eight radio stations from across the country broadcast live from the series’ Regina set. The seven-hour radio marathon is the latest in a series of innovative marketing outreach campaigns by CTV that have contributed to Corner Gas becoming the number-one Canadian comedy series among domestic viewers. The radio gig will begin at 3 a.m. local time with C100 in Halifax and continue until 10 a.m., when Vancouver’s Jack FM wraps up its morning show – with the Corner Gas crew live on-air on additional radio stations from Ottawa, Toronto, Winnipeg, Regina, Calgary and Edmonton.
Other elements of the campaign include listen-and-win contesting with the radio stations offering fans the chance to win a walk-on role during season five. The campaign is being supported by 30-second on-air promos on CTV in each local market driving viewers to tune in to the participating radio station for contest details. The initiative was created in-house at CTV.
