Global Television is a firm believer that big is better. The Shaw Media-owned network’s annual fall advertising campaign leans heavily on the concept of “big shows, big stars,” a recurring theme that dates back several years (2008, 2009, 2010).
While this year’s campaign features some minor tweaks – a “song tagging” partnership with radio stations across the country, and a new twist on the flash mob phenomenon – it is built on some of the pillars of previous Global advertising: a major out-of-home buy that includes subway dominations in Toronto; print ads in major market dailies across the country; radio domination during the key afternoon drive period, and extensive on-air promotion on both Global Television and Shaw-owned specialty channels.
“It has been working really well for us,” said Jason Keown, Global Entertainment’s senior director of marketing, on the network’s steadfast approach to marketing. “One of the advantages our schedule has is very recognizable stars in really big shows.”
Other campaign elements include online ads on targeted entertainment and gossip sites, including a show-specific YouTube homepage takeover; interactive program guide ads and ads on the office advertising network Captivate Network.
Developed in-house, the campaign will emphasize key Global programs including returning favourites House, Glee, Survivor and Hawaii Five-O, as well as the rookie drama Prime Suspect.
New innovations for this year’s campaign include a partnership with nine radio stations in Vancouver, Calgary, Edmonton and Toronto. Believed to be a first in Canada, the initiative will see radio DJs link a song that they’ve just played with a Global show. In one execution, for example, DJs will link the Lady Gaga song “Bad Romance” with an episode of the Global program Parenthood dealing with teenage relationships.
Global is also using a flash mob to promote the new show Prime Suspect, a remake of the critically acclaimed UK series that stars Maria Bello. The initiative will see 100 actors dressed as Bello’s character roaming Toronto’s streets, urging passers-by to help in the search for the “prime suspect.”
The campaign was developed in-house by the Shaw Media marketing team.
Does the Global campaign still work? Is it time to shake things up creatively? Post your thoughts in our comment section.
