With the rollout of SliceTM’s fall campaign this week, word is spreading that Saturday night in is the new ladies night out. To drive awareness and build excitement for its most addictive Saturday night line-up yet, SliceTM has developed playful creative executions for a brand new season of Tori and Dean: Home Sweet Hollywood and for a new series from the gossip-worthy Real Housewives’ franchise, The Real Housewives of D.C.
Tori & Dean: Home Sweet Hollywood creative takes a playful illustrated approach, depicting Hollywood personality Tori Spelling as she literally juggles her husband, children and business ventures in the air. The Real Housewives of D.C. creative plays up the brand new location for the ubiquitous franchise, featuring all five housewives atop the White House and amidst other Washington landmarks, with one of the infamous “White House Crashers,” Michaele Salahi front and centre. Creative for both properties features supersized title treatments, highlighting the recognizable franchises.
The lighthearted four-week multi-platform campaign targeting Women 18-49 has its heaviest presence in Toronto, with radio spots extending the campaign to London and Ottawa markets. Alluring print posters on subway platforms, inside subway cars and in fitness centre change rooms engage consumers across the GTA. On-air promotion for Tori & Dean: Home Sweet Hollywood and The Real Housewives of D.C. on SliceTM drive home the message that this fall Saturday nights belong to SliceTM.
Both Saturday night properties are also promoted online through static ads and a rich media ad that animates the illustrated creative of Tori Spelling juggling elements of her hectic life, engaging audiences on high-traffic, female-focused websites and gossip blogs including Savvymom.ca, Glam.ca, LaineyGossip.com, PerezHilton.com and TMZ.com. On September 11, a YouTube homepage takeover wrap running SliceTM creative will promote the guilty pleasure programming on a national level.
“Viewers love Tori Spelling and her Hollywood antics and there’s been a great deal of buzz around Washington, D.C. since the incident with the so-called White House Crashers, so we focused the campaign on these two properties, which also kick off the evening’s addictive line-up,” said Solange Bernard, Director of Marketing, Lifestyle Channels, Canwest Broadcasting. “We developed creative that reflected the prominence of the characters and locales, while also letting audiences know that SliceTM is the ultimate destination for Saturday nights.”
The marketing campaign and materials were developed entirely in-house by Canwest Broadcasting’s Creative Agency, Media Strategy and Marketing Strategy teams.
SliceTM‘s Saturday night line-up, premiering September 11, also features new seasons of The Real Housewives of New Jersey and The Real Housewives of New York City.