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Nissan readies Shark Week campaign

Automaker Nissan Canada is preparing a marketing campaign on specialty television channel Discovery Canada during its upcoming Shark Week programming block. This will be the second year the company has conducted a Shark Week campaign with Discovery. Nissan will be the lead sponsor of the week and will use the exposure to promote its Rogue crossover vehicle.

The campaign was developed by Bell Media in collaboration with OMD and TBWA. It will include a five-part digital series called "In Search of Canada's Rogue Shark" that will follow an expedition to Baie-Comeau, QC to track greenland sharks. The episodes will be posted online at and will run as interstitials during the week's television programming. The combined episodes will run as a 30-minute special on Discovery on Aug. 1.

The television campaign will begin with teaser materials on June 27, followed by the nightly interstitial content from July 5 to 12. Additional elements include a social media-based contest to win a "Canadian shark experience."

"Nissan Canada is thrilled to partner with Shark Week for the second year, and together we hope to build on the excitement of last year's record-breaking year in terms of viewership," said Mary McNeill, senior manager of marketing communications at Nissan Canada. "It's the perfect connection for the Nissan Rogue to conquer this special search of Canada's Rogue Shark, an elusive species that sparked the curiosity in millions of Canadians. This year, Nissan wants to help drive innovation forward and bring more to light about these very mysterious, and rarely observed sharks."

Discovery Canada is a joint venture of Bell Media and Discovery Communications.

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