TORONTO, Nov. 1 /CNW/ - Today the television landscape gets a little
twisted. The launch of the newly branded specialty channel Twist TV brings Canadian audiences real life with a twist; capturing the
experiences of everyday people facing extraordinary situations.
Today's channel launch also marks the start of a national consumer
advertising campaign, with emphasis in Ontario, to build awareness of Twist TV and its exclusive offerings.
Twist TV is all about life's twists and turns, and the launch campaign showcases
this with a fun and lighthearted image campaign that emphasizes life's
unexpected curves. The campaign's targeted media buy focuses on high
reach and visual vehicles, including on-air, radio, online and print,
that bring to life Twist TV's cast of colourful characters and their relatable yet outrageous
"Through tales of extraordinary life experiences Twist TV demonstrates that you never know what kinds of curves life will throw
your way," said Solange Bernard, Director of Marketing Strategy for
Lifestyle Channels at Shaw Media. "Our advertising campaign introduces
the channel in a relatable yet fun way, playing on the tagline life throws curves and presents the breadth of programming available at launch."
On-air, radio and online promotion consist of image based creative
promoting the channel and a few of its exclusive marquee series: Little Miss Perfect, Dad Camp and Raising Sextuplets. Starting November 1, on-air promos will be seen across Shaw Media's
family of channels with a complete roadblock domination on launch day.
The on-air campaign will also run across hit US channels including TLC,
A&E and TBS. Beginning today, radio promos will air at the top and tail
of commercial breaks on stations throughout Toronto, Ottawa, Kitchener
and London. Twist TV will be taking over You Tube with a homepage takeover on November 8
along with pre-roll video on a variety of top-rated female skewing
sites like: Access Hollywood, Best Celeb Gossip, Entertainment Tonight
and ET Online. The campaign reaches a national audience through full
colour, page dominant print ads in daily newspapers in all major
At launch, Twist TV will be available in over 2.1 million homes. For the month of November
the channel will be offered in an additional 3.6 million homes,
bringing over 5.7 million Canadians a taste of its
The marketing campaign and materials were developed entirely in-house by
Shaw Media Broadcasting's Creative Agency, Media Strategy and Marketing
Sponsorship opportunities including show specific sponsorships, tagged
promos and brand sell are currently available.
About Shaw Communications Inc.
Shaw Communications Inc. is a diversified communications and media
company, providing consumers with broadband cable television,
High-Speed Internet, Digital Phone, telecommunications services
(through Shaw Business Solutions), satellite direct-to-home services
(through Shaw Direct) and engaging programming content (through Shaw
Media). Shaw serves 3.4 million customers, including 1.8 million
Internet subscribers and over 1.0 million Digital Phone customers,
through a reliable and extensive network, which comprises 625,000
kilometres of fibre. Shaw Media includes the second largest
conventional television network in Canada, Global Television and 19
specialty networks including HGTV Canada, Food Network Canada, History
Television and Showcase. Shaw is traded on the Toronto and New York
stock exchanges and is included in the S&P/TSX 60 Index (Symbol: TSX -
SJR.B, NYSE - SJR).