CTV begins Pirate Master promotion
By Adnews Staff
CTV has begun a contest promotion in support of reality program Pirate Master. The promotion is being conducted in association with Starcom as well as Diageo Canada and its Captain Morgan brand of rum. The contest four-week, called "Spot the Captain," began with the broadcast of this week's episode. Viewers can enter the contest by visiting the CTV.ca website when they see the Captain Morgan logo on-screen during each episode. The grand prize is a trip for four to the Treasure Island hotel in Las Vegas. "The challenge was finding a seamless and innovative format that would integrate the brand after the episodes had been shot," said Paul Neumann, brand manager for Captain Morgan. "Virtual placement was the answer to bringing the legendary figurehead to life in a unique way." The contest is being promoted with 11 10-second commercials, produced in-house at CTV. The ads depict the Captain character on a ship, talking about pirate. The ads use the tagline, "Got what it takes to be a captain?"