Canwest‘s History Television has launched its largest marketing campaign to-date to promote its fall line up in English Canada, focusing on the programs Pawn Stars, American Pickers and William Shatner’s Weird or What?
Created in-house, the multi-platform effort includes television and radio promos, transit ads, an online component as well as billboards and 3D super boards for Pawn Stars affixed with real-life objects like bicycles, guitars and pinball machines.
The online portion of the campaign includes homepage takeovers of eBay and Kijiji on Aug. 31, Sept. 7 and Sept. 14. to promote Pawn Stars and American Pickers.
In addition, Facebook users can take part in William Shatner-focused polls that are added each week to the History Television’s Facebook page.
The specialty channel first started pushing William Shatner’s Weird or What? across the Canwest network in June, with a series of promos that feature the Canadian-born actor. The spots can be found on social networking sites like Facebook and YouTube.
This is the biggest campaign History Television has launched to date in terms of dollars and range of media, said Jennifer Mason, senior manager, marketing strategy, specialty at Canwest.
“We wanted to create a campaign that reflected the larger-than-life series and characters coming to the channel,” she said, adding that the programs hopefully bring a level of entertainment to the subject of history.
