Shaw Media is inviting TV viewers to take a DTOUR with a new national campaign promoting its newest specialty channel.
Developed in-house in partnership with Toronto’s Imaginary Forces, the campaign is built around four of the new lifestyle channel’s tent pole series: Rock My RV with Bret Michaels; Adam Richman’s Fandemonium (pictured); Hotel Impossible and Bizarre Foods America.
The campaign juxtaposes a single word with a visual representing each show’s core element. An ad promoting Bizarre Foods America, for example, features the word “Mmmm” accompanied by an image of an insect being held by a pair of chopsticks.
In addition to extensive cross-promotion across Shaw Media’s specialty channels and its Global Television network, all of the creative elements are currently featured in a subway domination at Toronto’s Bloor station.
Promos are also running across U.S. ad avails and online pre-roll, while radio ads promoting same-day programming will run in Ontario and Vancouver.
Shaw has also been offering sneak peeks of DTOUR’s programming on Food Network Canda, HGTV Canada, Slice and Action throughout August. According to Shaw, the tactic yielded two of the top shows of the day among adults 25-54 on Food Network Canada, and “above average” audiences on both Slice and HGTV.
The new channel began a month-long free preview in 10 million Canadian homes on Monday.
