Showcase sells out its spies

The Shaw Media channel is pumping up its hot winter shows with a campaign that includes in-cinema trailers.

Showcase is going national with a new ad campaign designed to raise awareness of its newest acquisition, Covert Affairs, starring Piper Perabo, and the second season of the popular spy drama Burn Notice.

The five-week campaign, targeted at 25- to 54-year-olds, primarily in Toronto, Calgary and Vancouver, covers TV, OOH, in-cinema, print and IPG.

The Shaw Media specialty channel is focusing its effort on billboards, with a domination of high-traffic intersections such as Toronto’s Yonge and Bloor Streets. Other OOH includes transit shelter posters across the GTA.

Showcase has also created 30-second trailers to run in movie theatres in Toronto and Vancouver for both Burn Notice and Covert Affairs.

Print ads are running in newspapers in Toronto, Calgary and Vancouver, and TV ads will run on Shaw specialty channels and Global.

The creative and media were handled in-house.

Covert Affairs airs Sundays at 10 p.m., starting Jan. 9, and the second season of Burn Notice airs Tuesdays at 10 p.m., starting this week.