Sundance Channel announced Wednesday that it will break a New York-targeted
out-of-home ad campaign Monday, March 17, for "DOCday," its new weekly on-air
The slogan will be "DOCday, documentaries all day. Mondays."
Media to be used will include outdoor billboards, subway-platform posters,
bus sides, telephone kiosks and taxi-top signage, according to Sundance senior
vice president of marketing Kirk Iwanowski.
The advertising will include quotes from some of the documentary programming.
Examples: "I think he was a war criminal," says author Christopher Hutchens,
whose book was the inspiration of The Trials of Henry Kissinger; and "It
was a sick thing to watch," from If I Should Fall from Grace.
Trollback & Co. designed the creative for both the ad campaign and the
DOCday airs every Monday from noon to midnight.