Some Superheroes Wear Capes, HGTV Canada’s Wears Overalls

As any superhero fan knows, with great power comes great responsibility, and Mike Holmes is every inch the hero in his new seriesHolmes Makes It Right. HGTV Canada is bringing Mike’s superhero status to life in a powerful national marketing campaign driving mass awareness and excitement for the new series that premieres on Tuesday, October 16th at 9pm ET/PT.

The superhero creative concept, produced through an original shoot, reinforces that Canada’s most trusted contractor is back in a more powerful way than ever before. Targeting adults 25-54, the campaign leverages Mike Holmes’ star power, featuring his signature overalls with a heroic twist. The ‘H’ crest is the focal point, positioning Mike as a true superhero and setting the tone for all campaign executions.

“Mike Holmes is a hero to the people whose lives he has touched, so this big, powerful concept could not be more fitting,” said Solange Bernard, Director of Marketing and Publicity, Shaw Media. “The impact of this campaign is not only in the commanding visuals but also in the unique media choices that amplify the larger-than-life idea to reach both new and existing viewers.”

The epic campaign shines brightest with unique and large scale out-of-home executions. For the first time HGTV Canada is leveraging light-revealing transit shelter ads. Through the use of back lighting they make Mike’s superhero crest, the tune-in time and the HGTV logo glow brightly at night. The same creative can also be seen on large scale billboards in high traffic locations, in full page colour ads in a variety of publications and online across popular home, reality, lifestyle and news sites.

To bring the superhero to the streets, HGTV is executing an interactive stunt on the day of launch. The Spot a Super Holmes Contest features four Mike Holmes look-a-likes wearing overalls, capes and the ‘H’ crest, popping up in high traffic areas around Toronto – with a special appearance from the real Mike Holmes. Fans are challenged to spot a Super Holmes for a chance to win $5000, or one of two secondary prizes worth $2500 each from Milwaukee Tools and Roxul The Better Insulation. Fan photos will be immediately posted to Facebook increasing the viral potential of the unique stunt.

To build early excitement for the new series on air, HGTV first ran a short tease this summer targeting Mike’s fan base. A series of further promos began during fall launches, culminating in the ultimate superhero spot hailing Mike Holmes as “faster than a power drill” and “stronger than reinforced concrete”. This spot and accompanying elements are airing across all 19 Shaw Media channels leading up to on-air domination the day of launch. US cable avails on targeted channels and video pre-roll across a series of online sites will also feature the high impact promo.  A similar power-packed radio ad will be hitting listeners in Toronto.

The marketing campaign and materials were developed in-house by Shaw Media’s Marketing team. The Spot a Super Holmes Contest was designed and executed by Mosaic Experiential Marketing in association with Shaw Media.