This fall season, The CW will begin unveiling their new and returning shows a week later than NCB, FOX, CBS and ABC. It’s the same strategy the youth-centered network has applied in seasons past, but what changed this year is that this time, The CW will be relying on a band of heroes to bring more viewers. Read on for more details.
The network has released its latest marketing pitch with the underlying theme, “Heroes Within,” which will see the campaign through all of its promotions via television commercials, online advertisements, magazine advertisements, radio spots, billboards, social media and transit systems.
The campaign aligns with many of the shows that are already in The CW’s roster, such as the hit series “Arrow,” the reliable series “Supernatural,” and old favorites like “The Vampire Diaries” and “The Originals.” “Heroes Within” also complements The CW’s new programs like “The Flash,” “iZombie” and “Jane the Virgin.” The latter, while a comedy drama that is not based on a superhero or comic book, is inspired by a telenovela from Venezuela, which celebrates the uniqueness of its female lead.
“The Flash and “Jane the Virgin” have already been receiving early critical favor, with reviews calling the shows the most promising among all the other networks. Because of this response, the network has actually given the shows additional series orders, which is very uncommon on television.
The campaign’s tag explains the theme best, which the network believes will resonate with its young demographic, or viewers in the 18-34 age bracket:
Within each of us is the power to be more than we are, to be strong, to be wise, to be passionate, to be brave, to become something legendary. This is your moment. Rise to the challenge. Heroes Within.
The CW’s marketing department is supported by Troika, a creative agency based in Los Angeles, which handles clients from the entertainment industry.
The CW, however, still has to compete with other superhero and comic book shows such as “Gotham” on FOX, “Constantine” on NBC and “Agent Carter” on ABC. But so far, in the last three years, the network has been improving its programming and line-up.
Take a look at the “Heroes Within” campaign in the video below and watch out for the premieres of the shows on “The CW” beginning Oct. 2, 2014. Follow the recaps, spoilers and updates of these shows here on Movie News Guide (MNG).
Photo source: Wikimedia Commons/Tkgd2007