TORONTO — Bell Media today launched the first French episode of its short-form travel series For Glowing Hearts (Le Coeur Grand Ouvert in French), marking Bell’s first French-language brand integration into Crave.
Bell’s For Glowing Hearts digital series is produced in partnership with Destination Canada, the federal government’s tourism marketer, and features three-minute episodes that follow high-profile Canadians on their travels across the country. The premiere French-language episode features Algonquin hip hop artist, actor and photographer Samian (pictured) as he embarks on a journey to Churchill in the far north of Manitoba.
The For Glowing Hearts campaign officially launched in English on January 31, with CTV’s Mary Berg (Mary’s Kitchen Crush) exploring the diverse food culture of Calgary.
For Glowing Hearts is the first Bell Media campaign in which complete three-minute branded content episodes take over entire commercial breaks on select Bell specialty channels, including the English specialty channels Discovery, CTV Sci-Fi and CTV Comedy, and French specialty channels Canal D, Investigation, Canal Vie, Z and RDS. In addition, the bilingual campaign is available on Crave and Bell websites including CTV.ca, CanalVie.com and Sympatico.ca.
The second French-language episode in the series will roll out on CanalVie.com, Sympatico.ca and Crave on Wednesday, February 26, and will feature Canadian actress Karine Vanasse (Cardinal) discovering the natural beauty of British Columbia’s Okanagan Valley.
English-language episodes roll out Fridays on CTV.ca and are available on Crave each Monday following launch. In addition to the first English episode featuring Mary Berg in Calgary, a second English-language episode is available now and features actor and model Jeffrey Bowyer-Chapman immersing himself in St. John’s LGBTQ+ community and finding out how the city strives to make everyone feel welcomed.
The third English episode (premiering Friday, March 6) will feature Olympic medallist and World Champion figure skater Tessa Virtue experiencing the wonder of the Northwest Territories. The fourth English episode (launching Friday, March 20) will feature etalk’s Tyrone Edwards meeting up with musicians Silla + Rise to discover how the Ottawa area is a mosaic of old and new traditions blending together in perfect harmony.
