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September 8 , 2009

Social media at core of marketing push
Global launches innovative campaign

Global is back and bigger than ever this fall, kicking off a month long comprehensive advertising campaign touting the season's most impressive roster of programs in primetime. Ranging from powerful off-air and on-air dominations to all-new interactive social media elements, Canadians nationwide won't be able to miss the news that TV's biggest hits are launching on Global.

“From picking up the morning paper and commuting in to work, to surfing Facebook and scanning their TV's interactive program guide, Global's presence on all established and emerging platforms will ensure fans don't miss the news of our biggest premieres,” said Jamie Schouela, VP Marketing Strategy, Global. “The network has an outstanding line-up of new and returning series and we want to ensure Canadians coast to coast catch the shows everyone will be talking about.”

It all starts with the return of Global's 'BIG Fall Season' campaign, featuring colourful creative around fall's most highly-anticipated shows. Beginning on Labour Day Monday, the campaign took over every inch of Toronto's Yonge & Bloor station, the busiest subway stop in the country, with bold, eye-catching floor-to-ceiling murals that reinforce the network's BIG can't miss line-up every night of the week.

The network's diverse and expertly integrated marketing campaign also features all-new social media elements. In addition to streaming of Global programming 24/7 at www.GlobalTV.com, viewers are invited to engage in 'Facebook Connect' which allows fans to post live comments on their personal Facebook page while they watch select shows on the Global site. The online media buy will also target Facebook users by serving banners directly to the 2,000,000 Canadians on the site who have listed a specific Global show as one of their favourites.

On top of this, viewers can join the conversation on the Global TV Twitter feed to get the latest tidbits and behind the scenes facts about their favourite shows. Fans can also follow ET Canada for up-to-the-minute 'tweets' on breaking entertainment news and celebrity sightings.

With aggressive print, radio and online buys for key shows in targeted markets, the weeks to come will also see pure Global domination in multiple media including:

  • Online, Global will take over a number of targeted sites with banners and custom skins tailored to specific shows through the month;
  • Large print ads in key publications including gatefolds in the Toronto Star and Vancouver Province among others, plus the first ever wrap of the brand new daily evening paper, t.o.night, for Glee;
  • An aggressive national radio buy including afternoon-drive dominations on a number of top stations for such shows as The Good Wife and House;
  • Strong presence on digital screens nationally including the Captivate Network which features ads on over 1400 screens in office towers and elevators, the giant Metropolis board at Yonge & Dundas in the heart of downtown Toronto, plus Interactive Program Guide ads through Prevue Networks to capture couch surfers as they are making their last minute viewing decisions.

All creative and media plans were developed in-house through the Canwest Creative Agency and Media Strategy teams.

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Mark Henry
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Peter O'Desse
Senior Account Manager, x 223

Steve Lloyd, Publisher, x 225

Amy Bostock, Editor,
x 221