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Nissan Canada signs product integration deal with Canwest

Nissan Canada has signed a product integration deal with Canwest for a new series called Crash & Burn, which will debut on Showcase on Nov. 18. Under the terms of the agreement, several of the characters in the series will drive Nissan Cubes. Additional characters will drive other Nissan models. The Nissan brand will also be featured in advertising for the series. This will include television, radio and print advertisements in Toronto, Ottawa, Vancouver, Kitchener, London and Hamilton. In addition, Nissan will have on-air billboards within each episode and will be the sponsor of the show's website at <>. According to Canwest, this is the first time Showcase has engaged in a fully-integrated product placement program. According to Nissan, this is the brand's largest integration effort in Canada to date. "When we went into the advertising community with this proposal, OMD and Nissan recognized the opportunity to join forces with the Showcase brand," said Stephanie Blondal, director of brand partnerships and marketing ventures at Canwest. "With a clear understanding of the series vision, a fierce commitment to supporting Canadian content and a desire to showcase the Cube and other Nissan vehicles in a unique and grassroots way, it was a perfect partnership."

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