New Look. More Content. Mass Marketing Campaign Introduces Canadians to the All-New Crave

— November 12, 2018

– Multi-platform campaign showcases Crave’s premium and exclusive content –
– Torontonians can check into the Crave Hotel on November 15 for an immersive brand experience –

TORONTO (November 12, 2018)Crave, Canada’s premiere entertainment service, rolls out a multi-platform national marketing campaign today following its launch earlier this month. With new creative designed in-house by the Bell Media Agency, the campaign showcases the unparalleled breadth and quality of Crave’s content offering by highlighting marquee titles such as GAME OF THRONES, RAY DONOVAN, and Wonder Woman across all platforms. The largest ever for the service, the campaign is anchored by the Crave Hotel, a free experiential marketing activation at Toronto’s Broadview Hotel on November 15, and an extensive takeover of Toronto’s Union Station beginning November 19. With an all-new brand featuring an updated logo, new brand colours, and a sleek new app icon, marketing assets continue rolling out across broadcast, radio, out-of-home, digital, and social media this week. To illustrate the unrivalled offering of the all-new Crave, the print, online, and on-air campaigns focus on “content-mashups.” Each mashup uses a playful and comedic tone to tie different titles together with one theme, such as “Women” - the other woman from THE AFFAIR, the wonder woman in Wonder Woman, and the women in red from THE HANDMAID’S TALE. Similarly, “Relationships” looks at breakups (DIVORCE), make-ups (The Greatest Showman), and hook-ups (The Shape of Water). To view one of the :30 second mashups ads currently in market, click here. Open to the public for a one-night-only exclusive engagement, Thursday, Nov. 15 beginning at 5 p.m. ET, the Crave Hotel is a free, large-scale consumer activation that takes over one floor of Toronto’s Broadview Hotel (106 Broadview Avenue). Once inside, guests are immersed in Crave, a dynamic, shareable experience that provides a taste of the exclusive and original programming available only through the service. Rooms and spaces inside the Crave Hotel include:
  • WESTWORLD: step into the headquarters of the Delos Corporation and the iconic Westworld Saloon and witness the robot ‘hosts’ in action.
  • GAME OF THRONES: guests travel to Westeros to visit Cersei’s iconic Map Room and take their place on the Iron Throne.
  • LETTERKENNY: pull up a chair at the Letterkenny produce stand and step inside the locker room of the Letterkenny Shamrocks.
  • The Shape of Water: enter a recreation of Eliza’s apartment to discover the amphibian friend she’s been keeping secret in her bathtub
The Crave Hotel concept was developed and executed by the Bell Media Agency in partnership with BSTREET Communications and Leo Burnett Worldwide. Beginning Monday, Nov. 19, commuters will experience the all-new Crave with a complete branding domination of Toronto’s Union Station. The takeover is the campaign’s largest out-of-home activation, with posters, murals, screens, wrapped stairways and pillars, and video screens showcasing the new creative and content. A massive transit shelter takeover is also ramping up across the country, including more than 900 bus shelters rolling out in Toronto, Vancouver, Winnipeg, and Victoria. In addition to these large-scale activations, :10, :15, and :30 promos are now on-air nationally, while billboards can now be seen in cities across Canada including Toronto, Vancouver, Halifax, and Calgary. Beginning November 23, Crave promos will be featured amongst the movie trailers in more than 50 theatres across the country, including Toronto, Vancouver, Calgary and Edmonton. Additionally, Bell Media’s iconic 299 Queen Street West location in downtown Toronto is also getting the full treatment, with a complete building wrap and a hand-painted mural at the corner of Queen and John streets. The all-new Crave is available through participating television providers and directly to consumers on Crave.ca, iOS, and Android.

About Crave:
Delivering more Emmy® Award-winning programming than any other service, Crave is Canada’s premium entertainment offering, with HBO, SHOWTIME®, Starz, Hollywood-hit movies, a superior collection of kid’s movies and programs, and thousands of hours of acclaimed television series, specials, factual programming, and originals that can’t be found anywhere else. Crave is the exclusive home of HBO in Canada, delivering HBO’s current slate of signature dramatic and comedic programs, documentaries, films, and live specials, as well as titles from HBO’s extensive off-air library. Crave is also home to current SHOWTIME series and specials, and past SHOWTIME hits. Crave is available directly to all Canadians with access to the Internet via iOS and Android, and on AppleTV. It’s also available through participating television providers across six 24-hour High Definition linear and on demand channels. Crave is from Bell Media, Canada’s leading content company, providing Canada’s most-watched and most-acclaimed television programming on network, specialty, pay, and digital platforms. Visit our website at www.Crave.ca.

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