Corus Preps Launch for Newly Rebranded Dusk Channel

TORONTO: Corus Entertainment is rolling out a media campaign in support of the newly rebranded specialty service Dusk, formerly Scream, kicking off today with a month-long free preview.

The relaunched channel features a new name—from Scream now to Dusk—a new look and an expanded programming scope that focuses on suspense, supernatural and thriller content for adults 18 to 49. As part of the relaunch, there will be a free preview for Dusk launching across participating service producers reaching more than 7.3 million homes from September 9 to October 9. Corus teamed up with the broadcast design company Imaginary Forces, who created the on-air design package, and the communications company zig.

In greater Toronto and Vancouver, 30-second spots for Dusk will rollout during the preshow on 360 Cineplex screens. A video installation was set up in Toronto featuring ghosts that will run throughout September and October. Radio ads, produced by zig, will simulate the sounds of a radio possessed by spirits. Dusk’s on-air ad campagin, created by Corus’s in-house creative team and Imaginary Forces, will launch across Corus TV assets as well as other major broadcasters. There are further promotional efforts across newspapers and online.

“The evolution of Scream into Dusk provides us with an opportunity to reach a broader audience and capitalize on the growing interest in suspense, thriller and supernatural-themed programming,” said Jim Johnson, the VP of marketing for Movie Central and Dusk. “From the elegant and moody theatrical and radio spots to the ghostly storefront projections, we wanted this campaign to creatively incorporate the same elements that capture Dusk’s atmosphere of mystery, thrills and intrigue.”