CMT launches month-long redneck marketing blitz

Corus Entertainment’s CMT Canada is launching a campaign to promote two new reality shows starring country folks who struck it rich. CMT, which focuses on country music lifestyle programming, will air Bayou Billionaires and My Big Redneck Vacation beginning Feb. 1. Bayou Billionaires features the Dowden family, who discovered their home sits on the fourth-largest […]

Corus Entertainment’s CMT Canada is launching a campaign to promote two new reality shows starring country folks who struck it rich.


CMT, which focuses on country music lifestyle programming, will air Bayou Billionaires and My Big Redneck Vacation beginning Feb. 1. Bayou Billionaires features the Dowden family, who discovered their home sits on the fourth-largest deposit of natural gas in the U.S. My Big Redneck Vacation, hosted by Tom Arnold, follows the real-life Clampets as they take over a Hamptons beach house for the summer.

CMT is supporting the launch with a four-week marketing campaign that includes TV spots, radio and online advertising. The shows, which already air in the U.S., will also receive exposure from Corus-owned specialty channels, radio stations and websites.

In the campaign, developed in-house, “our play on it is ‘red is the new black’ and ‘let your red out,’” said Laura Baehr, vice-president, networks & marketing, kids and family division, Corus Entertainment. The light-hearted campaign sets of the tone of the series, “which is off-the-wall humour and a lot of laughter,” she added.

Corus will cross-promote across its properties as well. Baehr said YTV, for example, will air promos only for Bayou Billionaire, as it’s “very family-friendly and a solid co-viewing show… And in other places we’re ramping up the redneck aspect.”

A Facebook gift app lets senders finish this statement: “If I were a billionaire, I’d ‘bayou’ a…” And with Valentine’s Day approaching, the app lets users choose virtual tongue-in-cheek “country” gifts to send to friends and loved ones, including a hotdog toaster and beer can helmet.

“As we move away from TV, we get a little edgier,” said Baehr.

Media Articles

On The Move: Changes at IPG Mediabrands and Ari Agency

A weekly update of who's headed where in Canadian marketing and communications

Rogers forms Elevate to offer creative agency services

Company plans a data-centric approach to differentiate from competitors

Shomi subscribers to get free Netflix for six months

Rogers eyeing other 'premium experiences' to offer customers

Why Rogers bought family-owned radio company TBC

SVP says stations fill a geographic need in Southwestern Ontario market

National Magazine Awards to be reformatted for 2017

Non-profit organization pledges a 'more focused' number of awards and international judges

Shomi subscribers binge-watch before service shuts down

Expert points out challenges in on-demand video space

Facebook says advertiser base passes four million mark

Social giant says 40% of active clients have created an ad for mobile devices

Global introduces explosive promo for Timeless

Experimental campaign puts Yorkdale shoppers on the site of the Hindenburg disaster