Corus Entertainment on Monday announced a new partnership for W Network with luxury jewellery brand Pandora.
The year-long partnership will see the Pandora brand integrated within five Hallmark Channel seasonal movie programming events, including Spring Into Love this month, May for Moms in May, Summer Nights in June, Fall Into Love in September, and Countdown to Christmas in November to December.
The multi-platform campaign aligns Pandora’s key message of “be love” and Hallmark’s heart-felt storytelling to promote products during key times of the year, Corus said in its announcement.
Spanning TV, digital, streaming and social, the collaboration includes weekly Saturday night takeovers with co-branded and brand elements, including countdown clocks prior to the start of each movie, 15-second “You’re Watching” bumpers, lower thirds, sponsor billboards, and brand spots, as well as one W Network’s Movie Date, an original interstitial series per programming event, which comes to life as 30-, 60- and 15-second hosted segments on-air and a 2-minute segment on social and digital.
