DAILY NEWS Sep 16, 2008 11:27 AM - 0 comments

E! Announces Integrated Fall Marketing Campaign

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E!, launches its fall marketing campaign this week and focuses on the premiere of 80's icon Knight Rider. The campaign also highlights the launch of two new comedy series Worst Week (Monday, September 22) and Kath & Kim (Thursday, October 9) as well as returning favourites: Extreme Makeover Home Edition (Sunday, September 28), The Biggest Loser – Families (Tuesday, September 16), How I Met Your Mother (Monday, September 22) and My Name is Earl (Thursday, September 25).

To accelerate the steadily building buzz around the premiere of the Knight Rider series, last week E! Everything Entertainment brought the star of the show, the new and improved KITT, to a number of high profile events and heavy traffic locations in Toronto including the Virgin Music Festival, where fans were able to have their picture taken with the legendary car. Last Friday, the final day of KITT's celebrity tour, crowds of Knight Rider enthusiasts were left stunned when a man ran out of the crowd, dove into KITT and screeched off. Intense speculation spread across news outlets and viral communities promoted by links to YouTube with audience cell phone footage of the 'KITTnapping" action. And now E! is looking for help to find KITT.

Toronto's "KITTnapping" officially launched a unique viewer engagement promotion whereby fans have a chance to win a brand new Mustang GT Coupe or a number of limited edition Mio Knight Rider GPS units simply by identifying where KITT's been spotted.

E! is also looking to the public to post their sightings of KITT at eonline.com and watch E! for updated dialy KITT sightings. Viewers will be encouraged to enter their sightings once daily and during the Wednesday, September 24th premiere episode of Knight Rider, when one lucky fan will walk away with a brand new car!

The integrated fall off-air campaign kicks off this week in the major markets of Toronto, Calgary and Vancouver and includes:

Toronto:

•Subway hub station domination – six key station platform pillars will be dominated with key E! show messaging to take advantage of large traffic flow hubs with multiple impression messaging. Launches: week of Sept 15th x 4 weeks.

•Subway station pillars layered with cherry picked, horizontal billboards located within proximity to these key high traffic subway stations to reach commuters upon entry and exit. Launches: week of Sept 15th x 4 weeks.

•Large space ads in Metro commuter paper provide further impact and dominate commuters with messaging for key programs; Knight Rider, Extreme Home Makeover, The Biggest Loser, How I Met Your Mother, My Name is Earl.

Calgary:

•Horizontal billboards launch week of September 15th x 4 weeks along with a wrap of the Calgary Herald on September 22nd creating awareness of all new and returning E! signature hits like Knight Rider, Extreme Home Makeover, The Biggest Loser, How I Met Your Mother, My Name is Earl.

Other Media Support:

•Aggressive weight levels of radio in Toronto, Vancouver & Calgary, will compliment the media efforts starting the week of September 15th x 10 weeks

•In addition to large space ads in newspaper in all markets (Toronto, Calgary and Vancouver); E! has IPG ads in Alberta and BC to communicate the premieres of key programming.

•Rounding out this integrated support campaign will be the cross promotion of key E! shows on all Canwest web properties to ensure breadth of coverage.


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