CBC & RADIO-CANADA MEDIA SOLUTIONS CELEBRATES THE HOLIDAY SEASON WITH 8 BRAND PARTNERS


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CBC & RADIO-CANADA MEDIA SOLUTIONS CELEBRATES THE HOLIDAY SEASON WITH 8 BRAND PARTNERS

December 11, 2015 – This December, Canadians from coast-to-coast are invited to spend the Holidays at home with CBC and Radio-Canada, with a month full of blockbuster hits, festive classics, family favourites, and new holiday-themed episodes of popular CBC & Radio-Canada programs. All broadcast and digital platforms will spread the holiday spirit, positioning CBC/Radio-Canada as Canada's home for the Holidays, and providing advertisers with a truly national platform to deliver key messages during the bustling holiday season.

CBC's classic-filled holiday schedule features more holiday programming than any other Canadian network. Coupled with Radio-Canada's New Year's Eve fan favourite the Bye-Bye, CBC/Radio-Canada reaches nine out of ten Canadians during the Holiday season, providing effective and compelling holiday opportunities in both the English and French markets.

This Holiday season, the Media Solutions team has developed customized campaigns with eight partners and their agencies. Holiday partners thus far include Walmart, Coca-Cola Canada, Spinbrush, Sunwing and CARSTAR Collision & Glass Service, Metro, Familiprix and FCA Canada. These partnerships include customized tactics, such as: custom billboards and contextual lower thirds, program sponsorships, and digital presence on CBC & Radio-Canada holiday sites.

Media Solutions worked with Walmart to position the retailer as the one-stop shop for holiday gift shopping. Custom billboards and contextual lower-third creative of classic gift-giving and shopping scenes are in CBC's holiday schedule and will appear during targeted scenes to ensure Walmart will be top of mind among consumers for gifting. Online, Walmart is sponsoring the CBC/Radio-Canada holiday guide as well as the seasonal favourites holiday stream on CBC Music and ICI Musique. Walmart's agency partners supporting these holiday initiatives are Mindshare and J. Walter Thompson.

Coca-Cola Canada was looking to spread its message of making small, selfless gestures to make those around them happier during the holidays. Working alongside Coca-Cola Canada, UM and Coca Cola's creative agency, Sid Lee, CBC/Radio-Canada developed a lower-third campaign that promotes custom holiday cheer messages for viewers in sponsored holiday titles, specific to selected scenes.

Another Media Solutions Holiday partnership is a customized campaign geared towards putting smiles on viewers' faces. Spinbrush, Maxus, KBS+ and Media Solutions teamed up to develop a campaign aligning Spinbrush with classic holiday scenes where characters are smiling, positioning Spinbrush as a top of mind holiday stocking stuffer idea.

Through the sponsorship of two of CBC's favourite holiday titles, Sunwing will reach families when they are at their most relaxed and enjoying quality time together, positioning themselves as a preferred vacationer-provider and highlighting their exclusive collection of family-oriented resorts across the Caribbean, Mexico and Central America. Sponsorship includes custom billboards and lower thirds, developed in collaboration with Sunwing, Media Solutions and VMC Media.

CARSTAR Collision & Glass Service is also on board as a Media Solutions Holiday partner with customized billboards in several holiday titles, delivering Carstar's key brand messages to targeted viewers.

At ICI Radio-Canada Télé, the holiday season reaches its peak on December 31. The annual New Year's Eve cornerstone program, The Bye Bye, reaches close to 4M TV viewers and the Media Solutions team is proud to announce several loyal brand partners for this incredible night of TV. The annual “year in review” includes funny and clever twists, along with commercials and other advertising executions from the official partners of the evening; Métro, Familiprix and Coca-Cola. Familiprix will be launching its new advertising campaign developed by ALFRED, creators of the famous Ah! Ha! Campaign, bringing both the brand and the agency back to the beginning. This year, FCA Canada will also be joining the party and announcing the big winner of their holiday contest. The show provides an unique opportunity to brands to connect with an engaged audience.

“Our partners came to us with very specific objectives this holiday season,” said Jean Mongeau, general manager and chief revenue officer, CBC & Radio-Canada Media Solutions. “They wanted to find a way to integrate their brand messaging directly into our holiday content. Our ability to create innovative and custom solutions is what makes CBC/Radio-Canada home for the holidays for many top Canadian brands.”

For more information on CBC/Radio-Canada's holiday offering, please visit:

http://www.cbc.ca/holidayguide/
http://ici.radio-canada.ca/ici-on-fete-2015

For media requests, please contact: Clara Geffriaud, Senior Manager, Marketing and B2B Communications, at 416-206-8218 or clara.geffriaud@cbc.ca


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