W targets renovators with Game of Homes push

The W Network is marking the start of its biggest-ever competition series with a national multi-platform push, including large-format outdoor.

The W Network is marking the start of its biggest-ever competition series, Game of Homes, with a national multi-platform push.

That includes TTC and Go Train advertising and a complete wrap of Vancouver’s SkyTrain, which runs from YVR Airport Station to Waterfront Station.

It also includes digital commuter boards and billboards located within close vicinity to home renovation and supply stores. An online ad buy was done with Google, AOL, BrightRoll, Postmedia and YouTube. TV and radio ads will run on Corus stations.

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The Vancouver-based series is hosted by actor Cameron Mathison, and follows four teams of two amateur home renovators as they compete for the chance to win a house and plot of land to put it on. Each week the teams will fix up rundown houses that are slated to be torn down, renovating them room-by-room.

In addition to the TV series, W Network is also launching a set of digital webisodes called Cameron’s House Rules, featuring host Mathison taking viewers through his own home renovation. All five episodes of the web series go live on March 17.

The series is produced by Great Pacific Media, in association with W Network. The web series Cameron’s House Rules was produced by Great Pacific Media, Hodgee Films and was developed in association with W Network and with the participation of the Bell Fund.

Sponsoring Games of Homes are The Brick, Benjamin Moore and 3M. The Brick is the official retail sponsor of the series, providing all four teams with furniture, mattresses, appliances and TVs. Benjamin Moore provided all paint for the series, and 3M products like ScotchBlue Painter’s Tape will be used by all teams.

Game of Homes premieres Tuesday March 17 at 10 p.m.

- From Media in Canada