Mazda begins Property Brothers promotion
Automaker Mazda Canada, based in Richmond Hill, ON has signed a sponsorship and brand integration agreement with W Network and its real estate series Property Brothers. The show's two hosts will drive a Mazda6 and a Mazda CX-5 during the episodes. Three episodes during the season will contain story integration of the vehicles. Other elements of the sponsorship include commercials, billboards, tags, online ads and a website overlay directing viewers to a Mazda site. The online element also includes a contest that will award three viewers with $5,000 in home improvements. The national campaign is aimed primarily at women between the ages of 25 and 54. The new season of Property Brothers began on Sept. 29. W Network is owned by Corus Entertainment.
"We are very pleased to have Mazda on board to sponsor the popular Property Brothers," said Lynn Chambers, vice-president of client marketing at Corus. "Working with [Property Brothers production company] Cineflix and the team at Mindshare, we saw how the key features of efficiency, technology, style and design featured in Mazda vehicles aligned with the Property Brothers. The integration and sponsorship show synergy, pairing the brothers and the series with a brand of vehicle that reflects the same values."