Canada’s Corus Entertainment has signed on Kimberly-Clark and Sunwing Vacations as charter sponsors across all of its kids and family channels. Channels included in the partnership are ABC Spark, Cartoon Network Canada, Disney Channel Canada, Teletoon, Treehouse and YTV.
Marilyn Orecchio, VP, TV sales, client strategy at Corus, says the deal involves creating customized campaigns for the brands across both television and digital platforms. With campaigns rolling out this fall, the media and entertainment company plans to integrate them into all apps associated with its kids TV brands. (In July, Treehouse’s Go app topped iTunes Canada’s most-downloaded app in the kids category.)
The announcement follows insights from a Corus-commissioned online study of 1,000 people in English Canada with children between the ages of two and 12 years. According to that study, which was conducted by New York-based Feldman Research Lab, 77% of parents see viewing time as family time and 84% of parents reported that watching TV was an easy way to relax together as a family.
Building on findings from this study, Orcechio says the company’s ability to reach 90% of moms in Canada provides brands like Kimberly-Clark and Sunwing Vacations with direct access to their target audiences.
Kimberly-Clark plans to place its Pull-Ups Training Pants product into digital and linear content on Treehouse, Teletoon, YTV and Disney Channel. Online, the sponsorship will include advertorials on Treehouse.tv and WDish.com with branded on-air spots and branded billboards on TV.
Sunwing Vacations, meanwhile, will target potential customers through branded spots that will be integrated into sponsorship billboards, closed captioning and lower thirds on ABC Spark, Cartoon Network, Disney Channel, Teletoon and YTV.
With files from Sonya Fatah. From Media in Canada.