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Ikea, HGTV ready room makeover campaign
HGTV Canada and Ikea are preparing a series of promotional videos called the "Quick & Easy Room Makeover." The initiative will consist of six two-minute videos that will air on HGTV Canada beginning on May 31. The videos will also be posted online at HGTV.ca and Ikea.ca. The videos will depict three couples undertaking home design projects in consultation with HGTV personality Samantha Pynn. A supporting campaign will include advertising on HGTV properties, digital pre-roll and on-air bugs. Ikea will also conduct an out-of-home campaign in Calgary, Toronto and Montreal tied to the series. The promotion is being developed in association with Leo Burnett and Jungle Media. HGTV Canada is operated by Shaw Media.
"This was our team's first-ever open casting call for an advertisement campaign and it generated an overwhelming and positive response from homeowners," said Errol Da-Ré, senior vice-president of sales at Shaw Media. "Through Shaw Media's partnership with Ikea Canada and the credibility of the HGTV Canada brand, we are making valuable design advice available to all Canadians across multiple platforms."