Following the recent launch of regional broadcast feeds in Alberta, British Columbia and Atlantic Canada, The Weather Network has just kicked off an integrated marketing campaign in two priority growth markets – Calgary and Edmonton. Beginning this week, the campaign entitled “You have to be here to get it” sets out to bolster brand awareness and audience reach with a new breakthrough creative that draws on local pride and communicates The Weather Network’s unmatched weather knowledge of these markets. Similar campaigns will be launched in British Columbia and Atlantic Canada later this year.
“The Weather Network has always been available nationally, but with the launch of our regional feeds, we’re now providing viewers from these areas with more detailed and localized weather news via on-the-ground reports from local on-air personalities,” said Amanda Ploughman, Chief Marketing Officer at The Weather Network. “With this campaign we wanted to show Alberta residents that we have a true understanding and appreciation of their unique weather because we’re there with them.”
The campaign includes out-of-home placements on billboards, transit shelters, arena rink boards and a 15-second radio spot in both Calgary and Edmonton. The creative focuses on Alberta’s unique weather patterns, using humour to stimulate local pride in how residents handle everyday weather conditions. One image shows a hand holding two extra-large hail stones that fell in Alberta with the caption “because our stones are bigger”, while another shows massive snow banks and the line “because we’d never call in the army.”
Experiential activity supporting the campaign includes two branded coffee trucks, fully wrapped in the new creative, roaming the streets of Calgary and Edmonton from February 5 serving free coffee. Newly appointed on air personalities will broadcast live from each truck in Calgary and Edmonton, reporting the latest in local weather-related news. Kelsey McEwen, originally from the Rocky Mountains, will appear as The Weather Network’s Calgary Bureau Reporter, with Farah Dhalla reporting locally from Edmonton as Edmonton Bureau Reporter.