Cottage Life‘s television channel has partnered with building centre chain Timber Mart for an integrated sponsorship around an upcoming series called Brojects.
Brojects will follow brothers Kevin and Andrew Buckles as they challenge themselves to unusual cottage DIY projects, such as making a wheelbarrow chair and a floating hot tub.
The sponsorship between the Blue Ant-owned media property and the hardware retailer spans several Cottage Life properties, including a digital branded editorial series, on-air sponsorship and digital takeovers.
On the digital front, an integrated microsite will begin rolling out weekly webisodes on March 27 for 10 weeks. The webisodes will run between one and three minutes each and cover DIY projects including snowball slingshots and a portable beer bar mounted on skis. The microsite will have its own six-part sponsored editorial series, which will include instructions on building a hockey stick coffee table and a deck.
Integrated show and web drivers are also appearing on the Cottage Life channel in the lead-up to the show’s premiere, as well as 30-second edits from the branded video series.
The Buckles brothers also appeared at Timber Mart’s National Buying Conference in February, where they did a demonstration.
As part of the in-store marketing that launches the week of March 23, the brothers will appear – in cut-out form – at more than 350 Timber Mart stores across Canada, where displays will feature channel and tune-in information, as well as the show’s microsite. Aisle end cap displays will also showcase replicas of Brojects‘ projects.
The show premieres March 27.
