TVtropolis launches a dual-market promotional campaign today to coincide with its new Winter line-up of top-rated reality series paired with returning favourites. Designed to remind viewers that hit unscripted series also live in TVtropolis, the campaign will hit consumers in Toronto and Vancouver with creative promoting the launch of three of the season’s key properties: Hoarders, Rescue Ink and Launch My Line. A special stunt also takes place in Toronto today to celebrate the launch of Parking Wars.
Targeting Adults 25-54, the four-week, multi-platform campaign will reach new and current viewers by combining national on-air and online elements with out-of-home, radio, print, IPG advertising and two unique executions in Toronto and Vancouver. Cheeky taglines were created for each property, highlighting the entertaining and addictive premises that will keep viewers tuning in each week. Print creative for Hoarders states: “In TVtropolis, we now have 113lbs of dog hair, 17 left shoes and 1 school bus,” for Rescue Ink: “In TVtropolis, we now have badass bikers rescuing puppies,” and for Launch My Line: “In TVtropolis, you’ll now find the fashionable competing with the fashion-unable.”
The campaign out-of-home elements include a special subway execution in Toronto. In addition to wall vinyls supporting all creative, 12 subway stations will post vinyl extensions of Hoarders creative – in which hoarded junk is spilling off the poster and into a pile on the subway platform. To complement the marketing campaign for Hoarders, interviews with hoarding behaviour and support expert Elaine Birchall of Birchall Consulting, roll out this week on radio stations across the country.
The campaign was designed entirely in house by Canwest’s award-winning Creative Agency, who had fun tweaking the TVtropolis logo to reinforce the channel as home to both scripted and unscripted hit series. A version of the TVtropolis logo was created to read “Hit Reality TV Lives Here Too.” This logo will also be used on-air. Media buying was handled by Canwest’s internal Media Strategy team.
To support the launch of Parking Wars a guerrilla marketing stunt takes place today at Yonge and Dundas Square and outside the Gardiner Museum at University and Bloor (across from the ROM) in Toronto. Parked cars will be covered in TVtropolis/Parking Wars branded tickets and outfitted with wheel locks, grabbing the attention of passerbys. Street teams will be stationed at each location handing out branded parking tickets to pedestrians, reminding them to tune-in to the series.
The idea was developed by Canwest’s Marketing Strategy team and executed in association with OK&D Marketing Communications Group.
Hoarders, Rescue Ink, Launch My Line and Parking Wars join popular returning scripted comedies Family Guy, Seinfeld, Friends and That 70’s Show on TVtropolis’s Winter schedule.
TVtropolis is a Canwest Broadcasting channel.
