June 22 , 2010

Global launches multi-media effort for Rookie Blue

Most extensive campaign for series

Global Television has unveiled the details about its arresting multi-tiered marketing campaign for the new original series, Rookie Blue.

Premiering Thursday, June 24 on Global and ABC, Rookie Blue is packing some serious heat with the network's far-reaching and extensive campaign - from prominent outdoor billboards to cinema trailers to innovative online games, Canadians will know they have great entertainment in store for them this summer.

"We're excited to roll out this aggressive campaign for a homegrown Global show," said Jamie Schouela, VP, Marketing Strategy, Global. "We are confident that Rookie Blue will be a huge hit with viewers and our campaign clearly reflects our commitment and belief in this Canadian series."

Beginning earlier this spring, a series of uniquely branded on-air teasers and character spots made their debut during Global's highly-rated season finales including top 10 favourites Survivor: Heroes Vs. Villains, House and 24. These promos continue to run extensively on the network and Canwest's specialty channels. Plus, in a promotional assault on the day of the premiere, Rookie Blue promos will run in each hour of every program across the entire Canwest family of 18 channels.

To further fuel this momentum, an aggressive billboard campaign is blanketing Canada's three biggest markets: Toronto, Calgary and Vancouver. In Toronto, massive ads in Yonge/Dundas Square and the landmark corner of Yonge/Bloor are amongst the notable marquee locations.

Beyond the television and cinematic elements, a barrage of radio spots are scheduled to run in all the major markets in the weeks leading up to the premiere, in addition to an array of print ads in all the national dailies and display advertising on targeted websites such as TMZ, Perez Hilton, Yahoo! and AOL.

Plus, GlobalTV.com launched specially commissioned games branded to the series at www.GlobalTV.com/rookieblue/game. Visitors can test their own rookie skills with Training Beat, a group of seven original, police-themed games including crime scene examination, target practice, traffic control, speeding car pull-overs and suspect identification. Rookie Blue's already robust online presence will also include a collection of specially-created web vignettes featuring fictional character "Officer Stryker," who will take viewers behind the scenes of the rookie world as an extension of the series. As well, visitors can access character profiles and exclusive videos on www.GlobalTV.com/RookieBlue - the official Canadian Rookie Blue website.

Fans can also receive ongoing updates and interact with the show via all major social networking sites including Twitter (www.twitter.com/Global_TV) and Facebook.

Complementing the vast off-air, on-air and digital media elements of the campaign are promotional rookie cards - a collectable item featuring glossy photos and key facts about the series' rookies. These cards will be distributed in a targeted fashion to consumers, advertisers and press in the weeks ahead.

In tandem with the marketing efforts, Global's comprehensive publicity campaign involved an original press kit in the unique form of a police academy notebook distributed to print, online, radio and broadcast outlets across the county. Additionally, the network is actively leveraging the homegrown cast with a number of targeted publicity tactics including an integrated press junket to build awareness of the series and the up-and-coming stars.

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