RDS Launches Humorous Campaign to Promote Free Preview of Channels from December 15 through January 15

— December 17, 2014

To distribute this release on Twitter: http://bit.ly/1stBun5

Montreal, December 17, 2014 - From now, through January 15, RDS is offering a special free sports channel preview including RDS, RDS2 and RDS INFO. This will be supported by a humorous, fully integrated marketing campaign.

Throughout the free preview period, viewers will notably have access to world-class hockey on RDS and RDS2 with Montreal Canadiens and Ottawa Senators games, not to mention a holiday season classic: the World Junior Hockey Championships. Football will be in the spotlight as well, with the final weeks of the NFL regular season and the start of the post-season. Flagship RDS shows such as Le 5 à 7, Hockey 360 and L’Antichambre are also a must for sports fans.


What’s more, RDS INFO will launch its brand-new documentary evenings during the free preview period. Every Monday, Wednesday and Friday, from 7 p.m. to 9:30 p.m. ET, the channel invites viewers to discover the true stories behind historic moments and people by presenting the best RDS-produced documentaries from recent months, such as Trajectoires, Ultime Classement, Panorama and the critically acclaimed 25 ans d’émotions, as well as other high-quality productions from the likes of ESPN, HBO and PBS. Viewers can also rely on Sports 30 and Sports 30 Le Magazine to keep them up to date with all the latest sports news.

Created and produced entirely by RDS, the campaign promoting the free preview features five types of sports fan who explain their resolutions for the new year, all of which have a common theme: plus de sport! (more sports!). “The holiday season is a time when people make well-intentioned resolutions, and staying fit by doing more sports is often their top priority. We took this premise as the basis for our campaign, which focuses on resolutions involving more sports—except on TV, on our channels!” explained Stéphane Boulay, senior director of marketing and communications at RDS.

More information is available at plusdesport.ca, a microsite created especially for this campaign. It provides a broad overview of the network’s properties, winter programming highlights and preview details for each provider. It also presents different elements of the campaign.

The campaign launched today is being rolled out with content for various platforms, including a series of 30-second TV commercials; radio, Internet and newspaper advertising; posters in sports facilities, bars and restaurants; and in-game advertising on PlayStation and Xbox.

Campaign content is available upon request.


For more information:
Simon Céré, (office) 514.529.2135, (cell) 514.754.3135, simon.cere@bellmedia.ca
Elodie de Waele (office) 514.529.2367, (cell) 514.238.6391, elodiedewaele@bellmedia.ca