With the fall launch season in gear this week, word is that ctv has a new multimillion-dollar image campaign ready to debut Sept. 14.

Although details on the branding and on-screen look overhaul were unavailable at press time, Rick Lewchuk vp advertising and promotions at ctv, confirms it’s en route.

‘Basically we’re taking everything that ctv currently has and wiping it out, except for the logo.’

In other promotions news, in a marketing ploy not used since its promos for the 1996 Olympic Games, cbc has booked ad time on 500 Cineplex Odeon theater screens to run a commercial for the Barna-Alper/Chris Haddock drama series DaVinci’s Inquest.

The campaign will feature a one-minute ad in the style of a movie trailer for the Alliance Communications-distributed show. The theatrical spots for the gritty show about Vancouver’s coroner’s office debuted nationally on Cineplex Odeon screens Sept. 4. DaVinci’s Inquest debuts on cbc in October.

The choice to use cinema advertising as part of the overall promotional campaign for the show will help to create ‘a sense of event’ around its premiere, says Chuck Thompson, director of television promotion at cbc.