Shaw Media has announced a series of “comprehensive” brand partnerships for its new multi-platform series Home to Win, which debuts April 24 on HGTV Canada and HomeToWin.ca.
The 10-part series, hosted by Sangita Patel, features 20 HGTV Canada stars including Mike Holmes, Scott McGillivray and Sarah Richardson, as they transform an average house into a stunning show home.
The brand partnerships consist of product integration, on-air and online vignettes, tagged hotlinks and in-store appearances by HGTV Canada stars.
Leon’s is on-board as the official furnisher, providing furniture and décor for the home, as well as Kitchen Aid and Maytag appliances, Samsung TV’s and Tempur-Pedic mattresses.
Episodes of Home to Win will also feature online and in-store shopping excursions at Leon’s, along with product integrations and six “Get this look” spots driving to custom webisodes hosted by The Expandables on-air personalities Rob Evans and Mia Parres. The two hosts will also be featured in Leon’s marketing materials including its flyers, which reach an estimated 9 million people.
As the show home is revealed, visitors to HomeToWin.ca will be able to explore various rooms through photo galleries and a virtual tour featuring hotlinks that take viewers to the Leon’s website to learn more about the products.
Toyota’s Venza and Sienna models will be featured in the search for a suitable home for the renovation project, while its Tundra and Tacoma trucks will also be incorporated in the show. Toyota will also host branded photo galleries on HomeToWin.ca, and will have tagged hotlinks directing viewers to the Toyota website in a virtual tour of the house.
Paint company Benjamin Moore will also be integrated into episodes of Home to Win, with Richardson visiting one of its retail locations to select paint and other designers and builders exploring its product assortment on the Benjamin Moore website.
On the Home to Win microsite, the company will host photo galleries while Richardson will offer Benjamin Moore-sponsored designer tips in a series of branded vignettes
Home to Win will also incorporate brands including Lysol, which will be featured in a series of tips-of-the-week on HGTV’s social media accounts as well as branded content vignettes. Other participating brands including Moen Faucets and Jeld-Wen windows and doors will be integrated into multiple shows and have branded content at HomeToWin.ca.
