DIY Network Canada launched today a marketing campaign to celebrate the Canadian premiere of The Vanilla Ice Project, one of the most talked about series to air on the channel since its inception in October 2009. Leveraging Robert VanWinkle’s (a.k.a. Vanilla Ice) fame, the national two-week campaign, targeting Adults 25-54, builds hype for the hot new series which premieres February 13 at 8pm ET/PT. The campaign also drives awareness that DIY Network Canada is on free preview throughout the month of February, making the channel and The Vanilla Ice Project available to 6.2 million Canadians.
Voiced by 90’s pop-icon Robert VanWinkle himself, on-air spots running across all Shaw Media Specialty channels and Global, as well as radio spots in Vancouver, Calgary and Toronto will have Canadians bopping their heads to the beat of the hit song “Ice Ice Baby” playing in the background. Creative print ads featuring Grammy-nominee turned master home-renovator Vanilla Ice can be seen in the Toronto Star, Calgary Herald, Vancouver Province and Vancouver Sun. To further draw attention to the highly anticipated launch of The Vanilla Ice Project and the channel’s free preview, cable avails have been purchased through Rogers, Bell and Shaw and are scheduled to air on popular U.S channels including TLC, Spike, Peachtree TV and A&E.
Additional promotion includes online banners on all Shaw and Shaw Media Specialty channel websites, posters in Shaw retail stores in western markets and a day of on-air domination across all Shaw Media Specialty channels on February 13 and on Global on February 20.
“To maximize the promotional opportunities and build excitement for The Vanilla Ice Project we’ve leveraged Robert VanWinkle’s fame and his chart topping 90’s hit ‘Ice Ice Baby’ in all creative executions,” said Muriel Solomon, Vice President of Marketing Strategy for Specialty at Shaw Media. “On-air and radio spots feature Vanilla Ice himself talking about his new series – bringing his celebrity to the forefront while establishing his long-standing passion for home renovation.”