With reaching consumers via traditional advertising getting harder every day, in-program integrations are becoming an increasingly popular way for brands to gain exposure outside the 30-second commercial.

So, with popular reality series Say Yes to the Dress Canada, from Temple Street Productions, now on W Network in Canada, the opportunity for wedding-focused brand integrations was ripe.

The series, which debuted last night, has lined up season-long sponsorships with Michael Hill Jewellers, Jergens and hair-care brand John Frieda.

Michael Hill Jewellers will be integrated into the show with displays on-set. Wedding parties will use jewellery pieces from the company to add sparkle to their chosen dresses during “finishing touches” scenes of an episode.

Lynn Chambers, VP of client marketing at Corus Entertainment, says that the sponsorship got an added boost from the brides-to-be on the show who had engagement rings from Michael Hill Jewellers. The stories of their engagement (and shots of the rings) were worked into the episodes. On-air sponsorship for the company also includes lower-thirds during the first set of episodes. The sponsorship was arranged with Michael Hill Jewellers’ media agency of record, Media Experts.

Jergens and John Frieda will be worked into the show through two 15-second on-air vignettes per brand, produced by the Corus Client Marketing team, that will air during all 20 episodes.

The skin care and hair sponsors will also be included through two five-second on-air billboard spots, 10 30-second promotional spots and five-second “brought to you by” spots for each of the brands.

Marketing leading up to the series premiere included everything from theatre screens to skating rinks throughout the holiday season.

From Media in Canada