September 1 , 2009

Showcase unveils multi-channel brand campaign
Includes more full episodes online

Beginning yesterday, Showcase - Canada's prime specialty television destination for dramatic entertainment - launches a bold new logo and on-air look as well as a national consumer marketing campaign.

The campaign coincides with a Fall schedule jam-packed with top-rated network dramas, hit blockbuster movies and the best exclusive cable programs.

Over the last year Showcase has evolved its programming strategy to include more hit series and the evolution of Showcase culminates this Fall, supported by all-new branding and an extensive campaign that underscores the channel's enthusiasm for top programming. With the objective of broadening its appeal among both men and women, the new Showcase will be positioned as the home of bold hits.

Showcase's new logo and on-air look reflect the channel's big and bold sensibility. The logo has shed its dark feel for a design that is clean, contemporary, and like the new programming, too big to be contained. The logo's distinctive new shape and motion anchors all of the on-air elements, from station ID bugs to advertiser billboards.

Major Fall advertising campaign

To introduce the new brand and schedule to viewers, Showcase is launching a multi-media promotional campaign. Targeting adults 25-54 primarily in Toronto, Ottawa, Vancouver, London and Kitchener, the extensive four week campaign will reach new and current viewers through on-air, out of home, radio, print, IPG and online advertising.

With the overall message that "Showcase is the home of bold hits" the campaign centres on three top television properties, Weeds, House and Bones, and blockbuster movie titles, but is designed to celebrate the new logo - making it the focal point in all print, on-air and out-of-home efforts.

Two unique creative executions

Showcase's out of home efforts also include a subway domination at Toronto's St. George Station. From pillars to stairs and platform posters, over 100 pieces of specially designed creative will promote the new logo.

The online accompaniment to the channel, showcase.ca will be updated to provide more content and reflect the refreshed bold attitude. Plans for showcase.ca include more full episode streaming of popular dramas, access to behind-the-scenes footage and exclusive webisodes of Showcase originals, show-specific sites and the Showcase blog - a creative daily take on the worlds of TV, film, gaming and all things pop culture.

Showcase's new logo and on-air look were designed entirely in house by Canwest's award-winning Creative Agency. Media buying was handled by Canwest's internal Media Strategy team.