TORONTO – Corus Entertainment announced Tuesday a three-year renewal of the partnership between Royal Bank of Canada (RBC) and HGTV Canada’s Bryan and Sarah Baeumler.
“Now extending to nine consecutive years, the partnership has evolved with collaboration from Corus Tempo and continues to offer RBC distinctive promotional support featuring the Baeumler family as brand ambassadors,” reads a press release.
Corus Tempo describes itself as “a full-service marketing and creative team within the Corus National Sales group, built to super serve our agency and advertising partners by building custom marketing programs.”
As part of the renewed partnership, RBC is an integrated sponsor for the new Corus Studios series Bryan’s All In, which will debut with a special two-episode, one-night-only event on Sunday, Oct. 8 at 9 p.m. and 10 p.m. ET/PT exclusively on HGTV Canada and Corus’s StackTV. The full season of the 10-episode series will air on HGTV Canada starting in spring 2024.
“Bryan’s All In sees Bryan Baeumler travel off-the-beaten path to help struggling entrepreneurs renovate their businesses. In each episode, Bryan hits the open road in his RV, spending a week helping a budding business owner through a make-or-break point in their renovation,” the release explains.
RBC’s sponsorship of the first two episodes includes custom creative that will air throughout the two-hour event, including branded spots and lower thirds, the release says.
“RBC will be integrated into four episodes of Bryan’s All In where Bryan works with business owners featured in the show to leverage RBC’s financial tools personally and professionally with their business, such as mobile and small business banking. Long-form supplementary pieces will aim to provide in-depth stories showcasing the products and will be deployed across platforms to reach each line of businesses’ target audience,” the release says.
In general, the partnership between RBC and the Baeumlers “centers on providing Canadians with financial expertise and know-how utilizing RBC’s suite of financial services”, and the partnership extension “delivers a robust campaign, including talent vignettes, lower thirds, billboards, digital pre-roll, RBC brand spots and more throughout each year,” the release explains.
“With Bryan and Sarah Baeumler featured in the creative, as RBC customers themselves, the elements expertly infuse RBC’s financial tools such as Avion across the campaign. The partnership includes an ongoing social series featuring Bryan, Sarah and their two youngest children, Jojo and Lincoln, which integrates key RBC products into lifestyle content, extending the brand’s storytelling to audiences across digital and social platforms,” the release adds.
“The evolution of this partnership underscores Tempo’s ability to deliver extensive multiplatform collaborations for respected brands such as RBC to reach their desired audiences,” said Barb McKergow, senior vice-president of national advertising revenue at Corus Entertainment, in the release.
“Corus continues to take a client-focused approach to deliver unparalleled campaigns, leveraging notable Canadian talent paired with best-in-class creative elements,” she said.
