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Ikea conducts Open House Overhaul promotion

Ikea Canada has begun a sponsorship promotion in association with specialty television channel HGTV Canada. The furniture retailer will sponsor the channel's new real estate program Open House Overhaul, which will premiere on March 30. The sponsorship will include five online video episodes at HGTV.ca, offering design advice from show host Sam Pynn. A fifth video focuses on Ikea's new Sektion line of kitchen products. These products will also appear in an episode of the television series in June.

"As a leader in life at home, we know that Canadians are passionate about their homes but many don't know how to achieve the result they are looking for," said Hilary Lloyd, marketing vice-president at Ikea Canada. "The partnership with Sam Pynn and Open House Overhaul allowed us to showcase how home furnishing makeovers with Ikea can increase resale value by creating the kind of home Canadians will want to fall in love with."

Open House Overhaul is produced by RTR Media in association with Shaw Media, which owns HGTV Canada.

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