CTV’s Your Morning has signed its first travel sponsorship deal, partnering with Sunwing on a multiplatform program.
The relationship with Sunwing includes a contest to win a Jamaican getaway, promoting the new Royalton Blue Waters resort. The program includes on-air air and social media segments showing Your Morning‘s late morning host Melissa Grelo’s recent trip to the resort (pictured).
The segments began running Nov. 21 and will conclude Nov. 25.
Laird White, director of brand partnerships with Bell Media, told Media In Canada contest entries were doing “very, very well,” after one day, although he would not reveal the actual number of entries. He also said the social media impressions have been indications of success.
“From Melissa’s first night at the resort, she had around 10,000 video views just on [the Instagram post of] her hotel room,” said White. All together, posts from Grelo’s trip on both her Instagram account and Your Morning‘s account on the platform have earned more than 16,000 likes.
While Bell Media has partnered with Sunwing on broadcast advertising before, White said this is Sunwing’s first effort at a brand integration on one of Bell’s properties. The partnership was brokered through VMC Media.
He said the luxury vacation concept will “obviously” attract a more female skewing audience (18 to 49), which was part of why Grelo was placed at the centre of the brand campaign. “From the type of resort we’re showcasing, we’re expecting a lot of brides or brides-to-be to enter, because this is a brand new resort and they’re obviously going after the segments of weddings, honey moons,” said White.
White said the broadcast integration is the most crucial part of the activation, while content on Grelo’s social profile and the Your Morning online site serve as supporting pieces of the campaign.
“I think because social is so big right now, people often forget about how important broadcast is for these kinds of campaigns,” said White. “For us, broadcast drives people to the social content, and ensures that we’re really reaching out to that core Your Morning user.”
White identified the key Your Morning demographic as female, 18 to 49 and 25 to 54.
The show debuted in August as a successor to the 43-season series Canada AM and features head anchors Ben Mulroney and Anne-Marie Mediwake. The three-hour show continues to focus on news and pop culture, with more of a focus on lifestyle content and a mission to introduce “new voices” to the morning show format.
Bell Media did not return requests for ratings if Your Morning at press time. The contest began Nov. 21 and will run until Dec. 4.
This story originally appeared on MediaInCanada.com
