Toronto, ON (August 26, 2008) – Putting its best foot forward, CTV today announced its biggest promotional campaign ever for a television series on the network. Beginning September 1, CTV will roll out an extensive national multi-platform promotional campaign supporting the highly-anticipated premiere of So You Think You Can Dance Canada. Creating a strong presence for the series on air, online and in cities across the nation, the electrifying campaign is designed to generate buzz for the series, drive viewer awareness and potentially inspire Canadians to dance!
Premiering Thursday, September 11 at 8 p.m. ET on CTV, and with an encore presentation on Sunday, September 14 on MuchMusic, (go to ctv.ca and muchmusic.com to confirm local broadcast times), So You Think You Can Dance Canada showcases a hotbed of dancing talent determined to waltz, tap, krump and cha cha into the hearts of Canadians across the country.
Starting Monday, the widespread outdoor, radio and online promotional activities will be visible in major markets across Canada, including Toronto, Vancouver, Calgary, Edmonton and Montreal. Already in high rotation on the vast array of Bell Media’s channels, the latest high-energy on-air promo is just the start of an extensive rollout for the premiere.
“People can’t stop talking about So You Think You Can Dance Canada,” said Susanne Boyce, President, Creative, Content and Channels, CTV Inc. “Coming off the record-breaking season for the American version of this hit international format, we’re hoping to capitalize on the dance fever taking over the nation with this comprehensive campaign.”
“We are rolling out the promotional red carpet for So You Think You Can Dance Canada,” said Rick Lewchuk, Senior Vice-President, CTV Creative Agency and Brand Strategy. “Due to the strength of the top-rated CTV schedule, we have a unique opportunity to focus our firepower during fall launch on the one new series everyone’s talking about.”
Across Canada, the So You Think You Can Dance Canada campaign boasts eye-catching advertisements peppered across major cities in multiple provinces. Always on the move, hundreds of bus billboards will be spotted in three major Canadian markets including Toronto, Calgary and Edmonton. Dynamic transit shelter ads will be unveiled in key markets Toronto, Vancouver and Montreal. Off the street and on the dial, the promotion continues with a radio buy of 30-second spots in Toronto, Vancouver, Calgary, Edmonton, Montreal and Quebec City. Furthering its presence across the nation, the So You Think You Can Dance Canada campaign is rounded out by a national online buy through Ad.com.
In Toronto specifically, public transit gets “dancified,” with the station domination branding of Union Station, the inside of six subway cars and completely wrapping two subway cars. Additionally, a classic Toronto streetcar is branded as the new Toronto “Dance Car,” with custom-made wrapping. The promotional party continues as large billboards are being unveiled in the heart of the city at Yonge and Dundas Square, Yonge and Bloor, and the Hydro Plant board at Front and John streets along with a painted mural at Queen and John Streets.
Then, as the nation prepares for the premiere on September 11, So You Think You Can Dance Canada Street Teams and interactive branded vehicles will get the dance party started as groups of dancers target high traffic areas in Toronto, Montreal, Calgary, Edmonton and Vancouver.
The campaign was designed and executed by the CTV Creative Agency.