Specialty net Showcase rolled out a major multimedia campaign yesterday to support the launch of season five of its hoser hit Trailer Park Boys. The effort includes outdoor, print and on-air executions as well as a cross-country publicity tour. An online element at http://www.Showcase.ca/TrailerParkBoys features contests and other interactivity. The campaign’s hockey theme touts the boys as national cultural icons who have taken up the TV slack during the hockey strike.
In the print ad, they are dressed in hockey gear and pictured on the front of hockey cards. The slogan: ‘Canada’s Got a New Favourite Pastime.’ Packs of the cards (complete with ‘statistics’) will be used as promotional giveaways. ‘We’d like to thank the NHL for giving us a great creative hook this year,’ says Walter Levitt, SVP of marketing and creative services at Showcase’s owner Alliance Atlantis Communications. The season begins Sunday, April 17 at 9 p.m.
The outdoor and print campaign was created by FCB Canada. The on-air creative and media placement were handled in-house. Last year TPB enjoyed a successful season with the first-run shows making it the highest-rated Canadian series on specialty TV. While the show’s core audience is men 18-34, the fan base also includes older demos and women.
