Citytv has wooed some of the country’s biggest advertisers for its newest reality program.
On Monday, the Rogers Media property announced the first brand partners for The Bachelor Canada, a spin-off of the popular U.S. program that will debut this fall. Each partnership comes with category exclusivity and multiplatform integration across the company’s television, print and digital assets.
While specific details of the marketing programs were not disclosed, Gillian Mannsbach, director of client solutions for Rogers Media, said they would include in-show content, standard commercial inventory, co-branded promotions, on-site events, in-store extensions and online microsites.
The Bachelor’s first four partners are: Colgate-Palmolive Canada, which will showcase its Colgate Optic White Toothpaste and Softsoap Bodywash brands; Coty, which will showcase its Rimmel London cosmetics and Sally Hansen nail care products; Kraft Canada (Dentyne gum, Triscuit crackers, Thinsations cookies and Tassimo) and Energizer Personal Care Canada (Schick Hydro Silk razors).
While integration sales for The Bachelor Canada are now closed, Mannsbach said sales for co-branded promotional opportunities are still open.
“Clients are really excited about the property and we’re talking to a lot of interested parties who are looking to partner with the brand,” said Mannsbach. “It’s a great brand, it’s been hugely successful not just in Canada but throughout the world.
“People are excited to have their brands appear in and around the show.” Advertisers who saw clips of the show during Roger’s upfront presentation praised its production values, she added. The show will feature football player Brad Smith.
In a release, Dale Hooper, senior vice-president of sales and marketing for Rogers Media, said the partnerships create a “solid framework” for the launch of the inaugural nine-episode season of The Bachelor Canada.
“We’re thrilled to leverage their industry expertise to create brand experiences that are relevant to both our viewers and the integrity of the renowned Bachelor franchise,” he said.
