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CMT

Country Music Television. To many, it conjures up the image of good 'ole boys and pick-up trucks. Ask a typical media buyer, and they'll tell you they think it "probably does well out West." The reality is CMT is one of the fastest growing specialty channels, with a highly educated audience that is as likely to live in Oakville as Hicksville. Corus Television hired Zig to help get that message out.

In order to make the necessary in-roads with the media community, CMT needed to debunk the deep-seated stereotypical image of country music enthusiasts. The most powerful way to do that was to show that "people you wouldn't expect are fans of country music." Essentially, the truth.

The campaign had three key elements: direct mail, ads and inserts in trade pubs, as well as a film for use in CMT's sales presentations, which will also enjoy limited on-air use.

In addition, Zig was asked to launch the classic Dukes of Hazard TV show that came to CMT this fall. The agency created a pre-launch and post-launch campaign using print and TV to promote the Canadian arrival of the show.

TELEVISION

Sitars	Dukes Hood
Dukes Car Window	Dukes Shorts
Dukes Blizzard	Dukes Kilometers
Dukes Polite

OUT OF HOME

Peel Away Game	Evidence Bag
Dukes Niagara	Dukes Rockies
Dukes Ottawa

PRINT

Viewers	By Women
Nice Homes