Tvtropolis hooks up with Sears to invade your metropolis in June

CanWest MediaWorks is flexing its multi-platform muscle and aligning with strategic partners to hawk its newest baby. In time for the June 1 launch of specialty Tvtropolis, the net slated to take over where Prime once was -- the company is using its TV, print and online properties to give folks a taste of what's to come.
By Pia Musngi
May 16, 2006

CanWest MediaWorks is flexing its multi-platform muscle and aligning with strategic partners to hawk its newest baby. In time for the June 1 launch of specialty Tvtropolis, the net slated to take over where Prime once was — the company is using its TV, print and online properties to give folks a taste of what’s to come.

Tim Kist, director of marketing for CanWest Specialty, also revealed that the brand has just finalized a national partnership with Sears Canada. The agreement is such that various Sears stores in key markets will play host to TVtropolis-branded events throughout June and July. Sears signage will also be part of the branded environment.

‘There will be three trailers used at events,’ explains Kist. ‘We’ve turned them into TVtropolis Trailers, complete with a tent area and a lounge where you can watch some programming and get your picture taken. We take a picture of your face and will place you within a scene on one of our shows.’ Folks are then driven to a site to watch the clip and share it with friends.

‘In-theatre ads will have TVtropolis Trivia nationally to increase awareness,’ adds Kist. ‘There will also be a niche outdoor component at the Eaton Centre. A big banner will be unveiled on June 1st near the Sears store facing mall traffic.’

‘We’re using TV first as a way to showcase the flavour of the network,’ he says. ‘These are recent iconic shows and not classics.’ In the week of May 29, expect a flurry of ads touting the new net on Prime, as well as other specialty and conventional channels owned by CanWest. ‘Ads will also run on the interactive program guide for those with digital,’ he says.

Radio will also be a big push nationally beginning June 1. Ads will be in high rotation in the markets of Toronto, Vancouver, Calgary, Edmonton, Halifax and Winnipeg. Five-week long banner ads will also appear on sites such as Google, Ticketmaster.ca and Cineplex Odeon.

Media buys and creative were done in-house. TVtropolis targets women 25-54 and will be available in more than five million homes nationally. Nine new series are slated for the 2006-2007 broadcast season.