TORONTO – Corus Entertainment announced today the launch of a 360-degree partnership with Alexandra Gater (above), a home décor expert and Kin creator.
Kin Community Canada (Corus’ creator agency), so.da (its social-first client agency), Corus Studios (its premium content studio) and Nelvana (its content producer, distributor, licensor and agent) are all involved in the partnership, which spans across social, television, streaming and merchandising.
“One of Canada’s top home & DIY YouTubers, Gater is an editor, stylist and home décor expert focused on showing millennials how to live in a home that feels stylish and beautiful, even if you rent,” a press release says.
“She joined the Kin roster in 2018 and witnessing the strength, timeliness and popularity of her content and brand, Corus is extending its partnership with Gater to expand her brand into new areas and platforms.”
Corus and Gater already launched a collaboration on a custom candle earlier this spring with Canadian company Cardea Auset. The candle is “the first of a suite of products focusing on stylish and affordable home décor and accessories by Gater,” the press release says. Nelvana is the global merchandise agency for Gater’s consumer products.
Additionally, so.da will feature “Gater on HGTV Canada’s social and digital channels, beginning with a custom social series for IKEA,” the release says.
“The series (4x:30) centres on how to ‘make yourself at home’ while focusing on the multifunctional options consumers desire. People now require more from their homes as not just the place to relax but also work, study, workout, and more. It will showcase how a living space can be transformed with different designs using IKEA furniture, accessories and accents and is slated to arrive in July and will be supported through HGTV Canada’s social and digital platforms as well as Gater’s social platforms.”
As part of the partnership, Corus Studios has also greenlit a development deal and is “working with Gater to develop a show concept for HGTV Canada,” the press release says.
“Alexandra has established herself as a trailblazer in creating meaningful content for millennial audiences speaking to the current widespread trend of decorating rental spaces in creative, stylish and affordable ways,” said Dervla Kelly, senior vice-president, marketing & so.da, Corus Entertainment, in the release.
“Using the power of Corus and its expertise in brand building, we are committed to investing in standout talent by providing new opportunities for growth through licensing deals with Nelvana, promotion on owned social and digital channels, branded partnerships with so.da, and a development deal with Corus Studios.”
“I am thrilled to be expanding my Corus relationship with this 360-degree partnership. When I started my YouTube channel, I could only dream about one day having an HGTV show and it is surreal to be closer to having that dream come true,” said Gater.
“Kin Community and Corus have played an integral role in providing opportunity for my business to grow exponentially. I can’t wait to see what we accomplish together in this next chapter.”
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Photo supplied by Corus.
