Whoever said bigger is better was right! HGTV Canada is kicking off 2011 with a bang, launching a multi-platform image campaign celebrating the winter and its biggest season yet. Targeting Adults 25-54, the national campaign, with emphasis in Ontario, shines a spotlight on the robust winter schedule, which includes new programming every weeknight and reinforces that HGTV Canada is the place to be for the best in home related content.
HGTV’s extensive image campaign will keep the network top of mind to Canadians and reinforce the network’s huge offering this season. Three stunning winter scenes emulating a playful and warm feeling while reflecting the channel’s home improvement, design and real estate themes were created and can be seen on over 500 billboards dominating Toronto, Kitchener, London and Ottawa for six weeks. Featuring either: a house made of ice and snow, a handy snowman donning a hard-hat and tool belt, or HGTV’s ‘snowfa’ all pieces are set against a winter wonderland backdrop and feature the tagline: ‘It’s A Big Winter On HGTV. Something New Every Night.’ The same fun creative is translated in full page, full colour ads on the outside back cover of the National Post and Calgary Herald.
The campaign won’t be missed and will get people excited about the winter season and the new schedule thanks to an animated on-air spot that brings to life the three pieces of creative used in out-of-home and print, while two additional spots highlight brand new series and new seasons of returning favourties – all running across Shaw Media specialty channels and Global. The ‘big’ message is further reinforced through radio and online while at the same time driving to specific shows airing each night of the week. Thirty second radio spots driving to My First Place on Monday night, Sarah 101 on Tuesday, Flipping Out on Wednesday and Holmes Inspection on Thursday can be heard in Toronto, Kitchener, London and Ottawa. Online, an extensive AOL buy includes high-traffic websites: people.com, yellowpages.com and MSNBC.com serving HGTV’s target demographic.
“Winter is a season people like to spend indoors, curled up on the couch. HGTV’s multi-platform campaign is designed to keep the network top of mind to Canadians and be the channel they go to for entertainment programming and great ideas for the home,” said Solange Bernard, Director of Marketing Strategy for Shaw Media’s Lifestyle Channels. “It’s an extraordinary winter on HGTV and we want Canadians to know about it.”
The marketing campaign and materials were developed entirely in-house by Shaw Media’s Creative Agency, Media Strategy and Marketing Strategy teams. The animated on-air spot is courtesy of 4Stroke.
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