HGTV gets its hands dirty with new campaign

Featuring 'raw and gritty' creative, the channel is taking a whole new approach to media in its spring marketing plan, the network says.

By Val Maloney
March 31, 2011

Shaw Media is continuing to step up its marketing game with the launch of a national multimedia campaign promoting HGTV’s new spring programming.

Targeting adults 25 to 54, and featuring a media first for the channel – wild postings – the campaign focuses on key new series All American Handyman and Decked Out.

Developed by Shaw Media’s in-house team, with digital design by Toronto-based Design Workshop, the campaign paints a ‘gritty and raw’ picture of the new shows, a release on the announcement says. The creative for All American Handyman is stylized like a UFC poster, promoting the competitive aspect of the show, while the Decked Out creative puts host Paul Lafrance and his ‘rock and roll crew’ front and centre.

The creative lends itself well to the wild-posting format, the network says, so the posters will be placed across Toronto on available surfaces. It’s the channel’s first stab at the guerilla marketing technique.

Ads will also be featured in daily newspapers and online banners across Shaw Media websites. Radio and on-air promos will being on Shaw Media channels this week in Toronto, Kitchener, London, Ottawa and Vancouver.

US cable avails have been purchased to promote All American Handyman on TLC, A&E, Peachtree and Spike.

‘This season HGTV has taken a different approach to its promotional campaign; we’re taking risks, breaking away from tradition and exploring new media choices,’ said Solange Bernard, director of brand and publicity, Shaw Media’s lifestyle channels, in a release. ‘We want to pique the interest of Canadians and aim to do so through wide reaching mediums perfectly suited to each creative execution.’

All American Handyman premieres April 5, in the 10 p.m. slot, while Decked Out premieres Thursday, April 7 at 10 p.m. ET.

Also sporting new creative this spring are the fresh seasons of House Hunters and House Hunters International. Ads for the shows play up its international appeal, featuring a dream ‘house,’ dream ‘maison’ and dream ‘haus’ all set against the ’80s song ‘Our House’ by Madness.

The media buy includes radio spots in key Canadian markets and through US cable avails as well as online video on websites including Yahoo!, AOL and Microsoft.com in addition to Shaw Media sites.

Also new for spring on HGTV are fresh seasons of Income Property, Property Virgins, Disaster DIY and the launch of Gail Vaz-Oxlade’s new show, Til Debt Do Us Part: Home Edition.