Shaw Media announced today its winning lineup of brand partnerships for its new interactive multiplatform series Home to Win on HGTV Canada and HomeToWin.ca. Through the 10-part broadcast and microsite, fans can immerse themselves in this unparalleled project as 20 HGTV Canada stars transform an average house into a gorgeous, fully furnished home for one lucky Canadian. Home to Win premieres April 24 on HGTV Canada. Helping make this dream a reality are comprehensive brand partnerships, including Leon’s, Toyota and Benjamin Moore, that encompass in-show integrations, on-air promotion, custom online content and in-store appearances by HGTV Canada stars.
For the first time in network history, 20 HGTV Canada stars including Mike Holmes, Bryan Baeumler, Scott McGillivray and Sarah Richardson gather under one roof and pool their extraordinary expertise, creativity, and reno know-how. Week-by-week the house is revealed on-air and online, with HomeToWin.ca hosting a closer look after every reveal, virtual home tours, photo galleries and content to inspire. Beginning today, Canadians can visit HomeToWin.ca and audition to be one of three lucky Canadians that will compete against each other to win the house that HGTV Canada built.
“Home to Win’s unparalleled cast and complete home overhaul offers sponsors tremendous opportunities to showcase their brands and products while leveraging our renowned HGTV Canada talent,” said Barb McKergow, Head of Marketing Ventures, Shaw Media. “Whether on-air, online or in-store, Home to Win engages Canadians on multiple platforms and provides a vast array of options for brands to reach their audiences.”
As the official furnisher, Leon’s provides top-of-the-line furniture and décor along with Kitchen Aid and Maytag appliances, Samsung TV’s and Tempur-Pedic mattresses to ensure the house is as meticulously furnished as it is designed. The Home to Win broadcast features online and in-store shopping scenes at a Leon’s location, product integrations, and six on-air ‘Get This Look’ spots driving fans to custom webisodes featuring hosts Rob Evans and Mia Parres. The retailer is also giving shoppers an opportunity to meet Rob and Mia in-store and the pair will be featured in Leon’s marketing materials including flyers, with a reach of approximately 9 million people. As the house is revealed week-by-week, HomeToWin.ca visitors can explore rooms through photo galleries and a virtual tour featuring hotlinks directing fans to the Leon’s website to learn more about the products integrated into the series. Canadians will also have the chance to win dream prize packs from Leon’s, which is sponsoring five Contests of the Week during the run of the series.
“We are excited to be part of Home to Win and we are proud to furnish the home alongside our key vendors KitchenAid, Maytag, Tempur-Pedic and Samsung,” said Mike Walsh, President Leon’s Furniture Division. “With its new format and unprecedented cast, Home to Win is a unique opportunity to showcase our brand and it’s rewarding to know that one Canadian will win this home.”
Whether it’s hunting for a home, getting the work done on site or making a trip to the store for supplies, Toyota is committed to helping the HGTV Canada crew get the job done. Toyota Venza and Sienna vehicles help with the home search in the premiere while Toyota Tundra and Tacoma trucks are showcased throughout the series. The Toyota Rav4 Hybrid also makes a special appearance. On the Home to Win microsite, Toyota hosts branded photo galleries, content vignettes featuring Sebastian Clovis with the Tacoma and Tundra, custom interactive content relating to each of the vehicles and will have tagged hotlinks in the virtual tour to direct visitors to the Toyota website.
Benjamin Moore brings the whole home together with inspiring colour stories and paint integrated throughout the series. During the show, designer Sarah Richardson visits a Benjamin Moore retail location to select paint while other designers and builders interact with colours and products including exploring the product on the Benjamin Moore website. On the Home to Win microsite, Benjamin Moore hosts photo galleries and Sarah stars in branded content vignettes where she offers designer tips. Visitors exploring the virtual tour will also be directed to the Benjamin Moore website through interactive hotlinks.
Among other sponsors, Home to Win also welcomes Lysol to make sure the dream home is a healthy home. Lysol and Sarah Richardson help Canadians keep their home clean by providing tips of the week through HGTV Canada social media accounts and in branded content vignettes. Moen Faucets gives that spa-like finish throughout the home and Jeld-Wen windows and doors light up every room. Each brand will be featured in the show, integrated into multiple episodes and have inspiring branded content online at HomeToWin.ca to inspire Canadians.
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