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W Network signs sponsors for Say Yes to the Dress
By Adnews Staff
Specialty television channel W Network has signed a series of sponsorship and product integration agreements in support of its reality series Say Yes to the Dress Canada. Michael Hill Jewellers will be the lead sponsor of the show. Its campaign will include several product integrations and product placements, including Michael Hill displays on-set and jewellery from the company worn by participating brides. The company will also receive additional on-air branding and logo placement during the end credits. The sponsorship was negotiated by Media Experts.
Jergens has signed-on as the exclusive skin care sponsor of the show, while John Frieda has agreed to become its exclusive hair care sponsor. These sponsorships will include 15-second on-air vignettes that will be run during each episode, as well as five-second billboard ads and 30-second commercials. The creative was developed by Corus Entertainment, which owns W Network. The sponsorships were negotiated by Gaggi Media Communications.
"While developing the Canadian version of Say Yes to the Dress, we knew the audience of the format would be highly engaged and passionate," said Lynn Chambers, vice-president of client marketing at Corus Entertainment. "Our advertising partners were eager to be involved and our Corus Client Marketing team worked closely with them to create integrations that creatively connected their brands and organically added to the entire series."