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Danier breaks winter campaign with CTV

Apparel retailer Danier has begun a campaign called "Discover How Danier Does Winter." Developed by Geomedia and conducted in association with Bell Media, the initiative will run until Dec. 27. It consists of in-show brand integration activities on several CTV programs, as well as promotion on Bell Media radio stations, digital newsletter content and on-air and online sponsorships.

Participating CTV programs include ETalk, The Social and The Marilyn Denis Show, all of which will air content on the subject of winter outerwear fashion. Radio announcer support will take place on 104.5 CHUM FM. Branded fashion content will run in electronic newsletters from The Marilyn Denis Show and TheLoop.ca, accompanied by additional e-mail marketing. The brand will also sponsor CP24 Weather during the campaign. The effort also includes a closed captioning sponsorship on CTV.

"The reach of Bell Media's cross-platform strategy and content integration plan allows us to bring the Danier story and products to a wide range of Canadians," said Debbie Drutz, vice-president of Bell Media Mix. "Our partnership with Danier delivers a dynamic set of styles featuring a wide range of products on three of CTV's top programs as well as our slate of media properties."

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