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CMT, GM begin joint Wilkinsons promotion

Specialty television channel CMT has begun a joint promotion with General Motors of Canada to promote the new season of the television program The Wilkinsons and the Chevrolet Avalanche. The campaign, which began yesterday, consists of 10 one-minute video clips featuring the cast of the show on a road trip in the vehicle. The vignettes, which are being run on-air and online, were created by Henry Less Productions, which also produces the show. Two episodes will be released each week for the next five weeks. “This campaign provides a unique opportunity to have the Chevrolet Avalanche play a starring role,” said Hossein Hassani, advertising manager for Chevrolet in Canada. “It goes beyond a traditional production placement when the audience can experience the features and benefits of the Avalanche in the same way that they get to know one of the main characters.” CMT is also promoting the new season with on-air commercials and an area of the CMT.ca website offering video diaries from the cast. CMT is owned by Corus Entertainment.

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