HGTV Canada launched a multi-platform marketing campaign to support the premiere of two new television series, and the return of a fan favourite.
The Shaw-owned network is promoting new series All-American Handyman and Decked Out with wild postings, online banners and print ads, in addition on-air spots and radio ads running in Toronto, Kitchener, London, Ottawa and Vancouver.
The campaigns are geared to appeal to existing viewers and to attract a new and younger audience with edgier art direction, said Solange Bernard, director of brand and publicity for Shaw Media’s Lifestyle Channels.
For the first time, HGTV is using wild postings as a promotional vehicle, which provides an opportunity to reach consumers in a new and unexpected way, said Bernard.
Also a network first: promoting All-American Handyman across U.S.-based networks such as TLC, A&E, Peachtree and Spike, “to reach mass audiences in a targeted way,” she said.
For the anticipated return of House Hunters and House Hunters International, HGTV is running radio ads and online videos on Shaw’s network of sites, Yahoo, AOL and Microsoft.com that use the popular 80s song “Our House,” by Madness.
The campaign, which targets adults 25-54, was developed in-house, with graphics from Design Shop Work Inc.
