Kia resumes product integration in The Tournament
By Adnews Staff
Car maker Kia Canada will continue its product placement campaign into the second season of the CBC series "The Tournament." The hockey-themed comedy series began its new season this week. Kia has participated in the show's storyline content, product integration and online exposure. The arrangement was brokered by ZenithOptimedia of Toronto. "Successful product integration is based on integrity, with seamless inclusion in the program's plot," said Doug Brooks, general manager of CBC Media Sales and Marketing. "Leading advertisers and agencies like Kia and ZenithOptimedia are getting involved with us in the early stages of script development which gives them an advantage in satisfying their objectives. What we're doing is truly groundbreaking."