YTV campaign keeps it weird

YTV has major changes lined up for its fall season and is spending $3 million to get the word out. In the weeks leading up to the mid-September season launch, bus posters reading "Stand By" will tease into a main campaign centred around YTV's new slogan "Keep It Weird." The slogan, along with new programming and a new, commercial-free, weekday period aimed at pre-schoolers called YTV Jr., is meant to distinguish the station in the minds of viewers 2 to 11. Susan Mandryk, vice-president of marketing, says the new color palette, icons and programs will set YTV apart from its competitors. The promotional campaign, by Amoeba of Toronto, includes TV spots, wild postings, print ads and Web advertising.