Holden has extended its partnership with Network Ten’s Australian Survivor for a second season, with last season’s runner-up, Lee Carseldine, fronting a new campaign for the car brand’s Trailblazer SUV.
Holden’s partnership with Ten and Multi Channel Network kicked off with the integrated TVC produced by Ten’s commercial integration team.
The TVC features Carseldine at the wheel of a Holden Trailblazer SUV, following him on various adventures in his day-to-day life off the island, from keeping up his post-cricket fitness routine to road tripping with his ‘tribe’.
As part of the partnership, Holden has also shipped a Holden Trailblazer to Samoa to take part in the filming of the latest season.
Nancy Del Monaco, Holden’s senior manager of media and brand partnerships, said: “Australian Survivor is a fantastic platform through which to tell the Holden Trailblazer story. It embodies the adventure-seeking essence of the car, as does our trailblazing campaign ambassador, Lee.
“It’s great to be back for a second year and we look forward to an exciting season.”
The series will live across broadcast, online and social media. The integrated partnership was developed and managed by Carat’s specialist partnership and integration division, Carat Connect.
Natalie Kean, head of Carat Connect, said: “It’s incredibly exciting to work with Holden, as we constantly challenge each other to push boundaries. The Australian Survivor partnership was no exception.
“It wasn’t without its logistical challenges, but Holden’s commitment to the cause was commendable. We’ve collectively delivered a partnership that we’re very proud of, and I am excited to watch it roll out across the 2017 season.”