TORONTO – CanWest Global has ramped up product placement in season two of From the Ground Up with Debbie Travis, which premieres Thursday night.
General Motors of Canada’s Chevrolet and Cadillac, and Transitions Optical have signed on for season two. Advertising agency M2 Universal & MacLaren McCann is designing the campaign for GM and Saatchi & Saatchi for Transitions Optical.
The campaign includes commercial production, associative branding spots, contests, product placement and storyline integration.
“Our team is dedicated to exploring and creating unique integration and advertising elements for our clients to help them best achieve their business goals and objectives,” said Gaye McDonald, vice-president of Marketing Ventures – Brand Partnership at CanWest MediaWorks.
From the Ground Up’s design focus provides Chevrolet and Cadillac a platform to showcase the vehicles’ unique design features, CanWest said in a media release. GM plays an integral role in the storyline of an important design challenge in episode eight, added the broadcaster.
Several of the contestants on the show were outfitted with lenses from Transitions Optical, which are worn throughout the season.
The campaigns begin in the first episode of the second season of From the Ground Up.
