To promote its fall premieres Global Television is running a “BIG” campaign that aims to reach potential viewers multiple times each day. Launched last week, the campaign features afternoon radio dominations, newspaper wraps and gatefolds, Facebook ads, custom website skins and out of home ads on 1,400 digital screens across the country.
Jamie Schouela, vice-president of marketing for Global said the campaign, which was created in-house, is designed to reach consumers on many media platforms at different points of the day–in the morning through transit ads, during the day in print and in the evening either on TV or the web. “It’s really a build strategy,” he said. “It follows you through the day.”
Schouela said while each Global show skews to a slightly different audience, all are mainstream programs targeting a broad, advertiser-friendly 18-45 audience, which is why the network uses “BIG” in its communication.
The network ran spots promoting fall premieres all August, but the campaign kicked into high gear yesterday with a brightly coloured takeover of Toronto’s Yonge and Bloor TTC station.
The colourful posters each feature one program from Global’s evening line-ups including shows like The Good Wife, House, Lie To Me, Melrose Place, NCIS: LA, and Survivor: Samoa.
The campaign includes gatefolds in the Toronto Star and Vancouver Province, plus a wrap of the new Toronto evening daily T.O. Night. Global ads will appear across Captivate Network’s office and elevator digital screens, at Yonge and Dundas Square in Toronto and on Prevue Networks’ program guides to reach TV viewers as they decided what shows to watch.
Schouela noted that the network increased its focus on web strategy this fall. “We’re using online more and more every year,” he said. “We’re tying, as many advertisers are, to get past the traditional banner ads.”
Global will also be serving ads directly to the more than 2 million Canadians who have listed one of Global’s programs as a favourite on Facebook, said Schouela. “We were able to actually target them selectively for those premieres,” he said.
The media buy for Global’s fall campaign will be spaced out throughout September.
