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General Motors, Transitions Optical ready Debbie Travis campaigns

CanWest MediaWorks has formed agreements with General Motors of Canada and Transitions Optical to participate in promotional campaigns integrated in to the new season of the program From The Ground Up with Debbie Travis, which will begin tonight. The reality program involves a group of designers who compete in a series of challenges. Both promotions will include product placement and integration into the content of the show, as well as commercials, contests and associated branding. General Motors will use the show to promote its Chevrolet Equinox and Cadillac SRX vehicles. CanWest developed the campaign in association with M2 Universal and MacLaren McCann. The Transitions Optical campaign was developed in association with Saatchi & Saatchi. “By developing exciting initiatives tailored to our clients’ needs that fit well within the environment of our programming offerings, we are also providing an enriched experience for our television viewers, ultimately enhancing their relationship with advertisers,” said Gaye McDonald, vice-president of brand partnership marketing ventures at CanWest MediaWorks.

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