1/14/2010
YTV DECLARES ITSELF THE OFFICIAL SPONSOR OF FAMILY DAY
YTV calls upon kids and parents to create the World’s Longest Signature in hopes to bring Family Day nationwide
CAMPAIGN SUMMARY
Corus Entertainment’s YTV has declared itself the official sponsor of Family Day, the annual public holiday that enables citizens in the provinces of Alberta, Ontario and Saskatchewan to take a break from work and spend quality time with their family. As a believer in family time, YTV is working to bring Family Day to Canadian provinces from coast to coast. In order to do so, it’s calling upon families to participate in creating the World’s Longest Signature online at worldslongestsignature.ytv.com. Beginning on January 11, YTV, a leading network for kids and their families, launched a three phase year-long campaign encouraging Canadians to help bring Family Day to the entire country.
PARTNERSHIPS
Zig and YTV partnered to create this original campaign.
CAMPAIGN COMPONENTS
On January 11, 10, 15 and 30-second spots, as well as lower-third teasers, began airing on YTV. YTV’s hosts are directing viewers to worldslongestsignature.ytv.com to sign the World’s Longest Signature. Click here to see an example of the online banners that will be found online. ytv.com members will also receive an e-newsletter blast communicating this initiative.
PHASE 1
On January 11, YTV began to encourage families to help create the World’s Longest Signature by adding their name to the online petition. YTV’s afterschool block The Zone hosted by Carlos and YTV’s Saturday morning cartoon block CRUNCH hosted by Andy will drive viewers to participate as well as give fans updates on the progress. As names are added to the petition, viewers will be able to track the length of the chain online at worldslongestsignature.ytv.com.
PHASE 2
YTV will be reminding its agency partners to sign the World’s Longest Signature online at worldslongestsignature.ytv.com when it sends giant size pens to them on January 14. Beginning on January 18, the advertising community will be asked “What will you be doing on Family Day?” in an online poll. Creative has also been placed in various trade media eblasts. Campaign posters will also be found in agency washroom areas.
PHASE 3
Offering fun for the whole family, YTV will be reminding viewers to sign the World’s Longest Signature and to help bring Family Day to all Canadians with outdoor creative posted in family-friendly areas such as local tobogganing hills and skating rinks beginning on January 14.
For more information, or to speak with a spokesperson, please contact:
Molly Ray
Senior Publicist, Communications
Corus Television
(416) 530-2247
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