Shaw Media is promoting the Aug. 27 launch of Lifetime Canada with a multiplatform campaign targeting women aged 25 to 45.

The campaign revolves largely around two of the channel’s shows, Dance Moms and The Client List, and speaks to Shaw’s plan to boost and monopolize Shaw’s viewership across the wider female demographic, working in tandem with the company’s Slice Network, which skews towards a younger female audience.

“The strategy of showcasing both tactical and image creative is unique to a channel launch campaign and introduces consumers to the wide range of programming available on the service,” says Jamie Schouela, VP, marketing, Shaw Media.

“Although we think the channel will appeal to a broad audience, the launch campaign targets females and placement is primarily in women-friendly environments, combining both mass reach and targeted placements,” she adds.

The brand will also kick off an experiential component in the form of a Dance Moms-themed contest, inviting visitors of the Canadian National Exhibition (CNE) from Aug. 24 to 26 to learn a choreographed dance for the chance to win a back-to-school shopping spree.

Schouela says that the nature of the dance reality series lends itself well to an experiential promotion and that the contest aims to extend the reach of the campaign and “get Canadians interacting with the Lifetime brand in a fun and meaningful way.”

In addition to ad placements in high-traffic locations, the campaign will also run online and mobile ads on female-skewing sites including Babycenter.ca, The Weather Network, Allrecipes.ca and Shopcatch.ca, and print ads in commuter publications including Metro, 24 Hours, and Tonight.

From Media in Canada