Press Release
FOR IMMEDIATE RELEASENetwork Rolls Out National Marketing Blitz In Support Of Original Primetime Drama
(TORONTO, December 12th, 2005) Global Television today announced details surrounding the national marketing rollout for the series premiere of their original primetime drama, Falcon Beach.
A key player in Global's midseason program mix, the steamy 13-episode young adult series about life inside a waterfront resort town is at the centre of one of the most exciting, aggressive marketing campaigns by the network to date. Featuring the appropriately irreverent tagline, "It's Hot", the multimedia rollout is currently underway.
"Simply put, Falcon Beach is a marketer's dream," said Walter Levitt, CanWest MediaWorks Senior Vice President of Marketing. We're very excited about driving audiences to this original primetime property - and when a cast and storyline as compelling as this one emerges, the possibilities are endless. We're confident of the energy and the impact that this campaign will deliver nationwide."
In addition to an intensive on-air promotional presence which began in late November on Global and other CanWest networks, Global has created a variety of customised 'burning' ads to run in major daily and commuter newspapers, theatres, transit, health clubs, and at university/college campuses in all key markets. Playing on the "It's Hot" tagline, mock ads surrounding the sexy Falcon Beach creative will appear to be singed and smouldering.
Throughout Toronto, the Global 'Falcon Beach-Bowl' vehicle will be deployed in a 4 week blitz, beginning December 26th. This fully mobile beach 'environment' - housed in a 25'X12'X9' plexiglass frame and complete with sand, surf and bathing suit clad models - will also feature sampling of Falcon Beach merchandise and exclusive series previews by the Brand Effects PixMen, and music from the forthcoming Falcon Beach soundtrack, including Broken Social Scene, Kathleen Edwards, Hawksley Workman and Hedley. Appearing at malls, major sporting events, and throughout the city's entertainment district, the Global 'Falcon Beach-Bowl' was created in association with gearwerx experiential marketing.
In the days leading up to the January 5th broadcast premiere, fans in Winnipeg, Toronto and Vancouver can watch for details on attending special sneak screenings at selected Cineplex outlets with Falcon Beach principal cast in attendance, and the chance win an on-the-spot deluxe getaway to balmy Bermuda. Details on air at Global Television, at www.globaltv.com and with local print and radio partners coast-to-coast.
At street level, the heat stays on with additional guerrilla marketing teams dispatched throughout Toronto, Vancouver, Winnipeg, Calgary and Edmonton, continuing sampling and screening opportunities.
Anchoring the campaign during the series run, the network will employ "watch and win" contesting throughout the launch phase for a chance to win a trip for 2 to the 2006 Grammy Awards in Los Angeles
All creative for Falcon Beach was executed in-house, by Global Television's Marketing department.
