P&G Beauty polishes up ET Canada integrations

The beauty brand is creating custom vignettes and in-show segment sponsorships that will be airing throughout the Global network as part of ET Canada's Festival Central TIFF coverage.

P&G Beauty has signed on as the official beauty sponsor of ET Canada Festival Central coverage of the Toronto International Film Fesitval (TIFF). In a new deal announced this week, P&G Beauty and Grooming will be working with the Canwest sales team and the brand’s TV AOR, MediaCom, to create custom vignettes. ‘TIFF Classic Moments, presented by P&G Beauty’ will be broadcast in advertising time throughout TIFF across the Global network, and on ET Canada, with daily coverage updates of the film fest featuring content integration, as well as in-show segment sponsorships.

There will also be graphic billboard integration on ET Canada as segments go into ad breaks – a full-frame graphic featuring the brand as an official sponsor - and P&G will also have Tweets of the Day ‘brought to you by P&G.’

‘This is our first year so we’re learning as we go and experimenting, and at the end we will step back and do a full analysis of how it all went and what would we consider doing differently next year, because it is a two-year agreement and we hope it will be a long-term association,’ P&G Beauty & Grooming ER manager Pam Baillie tells MiC.

The strategy for this kind of integration, Razvan Luca, MediaCom multimedia coordinator on the deal tells MiC, is to build on P&G’s inaugural sponsorship of TIFF, and to ‘further leverage the association to bring the brand messaging to life by integrating the marketing goals within the show content in a relevant environment, where the viewer is likely to pay more attention and perceive the message as more credible.’

In partnership with TIFF and ET Canada, the integration will also take place at the Festival Portrait Studio, capturing real-time buzz and excitement surrounding TIFF as P&G Beauty and Grooming provides hair and makeup touch-ups for Portrait Studio guests. ‘The segments will integrate the expertise of P&G Beauty and Grooming spokespersons,’ Luca explains, ‘and ET Canada on-camera personalities will be provided with tips and tricks with P&G Beauty and Grooming products to be ‘red carpet ready’ for TIFF.’

‘Strategically, P&G is a sponsor that matches ET Canada and it also suits TIFF because TIFF is about celebrity and looking your best,’ ET Canada’s senior executive producer Tamara Simoneau, tells MiC. ‘ET Canada is very selective about what brands we align with, because it’s about finding the right ones that fit with the demographic but that also fit with the nature of the show.’

During the festival over the next few days, P&G Beauty cover girl Drew Barrymore will also be doing various promotions for her directorial debut, Whip It with Fox Entertainment, which include sampling of P&G Beauty products for film attendees, and plans, are currently in the works for an event at Toronto’s Yonge and Dundas Square, says Baillie.