Multi Channel Network (MCN) has signed four new sponsors to the second series of Project Runway Australia, which will involve fully integrated advertising activity across TV and online.
Holden, Rosemount, Max Factor and Toblerone have come on board this season, which will launch on the subscription TV channel Arena next week, while Tresemme and Hutchison have re-signed as sponsors. The total of six sponsors in an increase on last year’s total of four.
As part of the sponsorship, the brands will be integrated into the episodes through product placement such as Max Factor make-up rooms featuring throughout the series. However, MCN and Arena have also created content for the brands, including TVCs featuring the show’s talent and online video content. This will help to build a deep brand association with Project Runway’s female-skewed audience, said Elizabeth Minogue, head of strategic integration at MCN.
“Throughout the show it’s not just about products being dumped in the show, it’s about creating partnerships with our clients to ensure that there’s a seamless integration throughout the show, that they’re seen as part of the show,” she said.
“The key difference between us and what a lot of the free-to-airs do is that we actually create content for the clients and we disseminate that content through the program and through the website. It’s really about reaching viewers wherever they can access information.”
