New online strategy, sponsors, for Marilyn Denis

CTV's newest daytime talk show has Sears Canada on board as a broadcast sponsor and today announced a slew of new digital initiatives.

If your only excuse for missing Marilyn Denis’ new show is that you’re, um, at work, CTV is heading you off at the pass by streaming the show live online and via mobile every day.

The network today announced its digital strategy for the new show, which premieres today. Starting this morning, The Marilyn Denis Show will be streamed live online at and next week, will be carried live on the show’s mobile site as well.

CTV has also launched a new social media strategy alongside the show, The BFF Network (the Best Friends Forever Network – targeting the show’s younger fans, it would appear). Denis will also announce an online contest during the show’s premiere today, which CTV says will ‘determine a key element of the series.’

The digital strategy reveal follows Friday’s announcement that Sears Canada has signed a 52-week agreement to be the lead sponsor of the show. Sears’ involvement is broadcast-only, a spokesperson for the network said, and sponsorship opportunities for the live stream and other digital initiatives are available.

The Sears sponsorship will see featured products in fashion shows, room makeovers and promotions on TV and online at The company will also have ad time, a brought-to-you-by credit and in-store displays, Mark Malinowski, divisional VP, brand strategy, advertising and creative, Sears, tells MiC.

‘When it was presented to us as an opportunity, we thought, Marilyn is truly a Canadian icon, as is Sears,’ he says. ‘Both really speak to Canadian women, offering advice on fashion, design and décor and lifestyle, so we felt it was a really good synergistic fit for us.’

Malinowski added, ‘What’s great about Marilyn is she has such a tremendous following of female consumers both young and old, and this will allow us the opportunity to have a further conversation with that audience.’

The deal was handled by MEC in Toronto.

As part of the show’s launch, Sears is also giving Marilyn Denis fans a chance to win a trip to Toronto for a shopping spree and a taping of the show.

The network will be releasing the details of other sponsorship and integration deals in the coming weeks, says Mary Kreuk, VP, marketing, CTV.

‘Advertisers have shown considerable interest in The Marilyn Denis Show,’ she says. ‘The feedback has been outstanding and we look forward to closing and executing these partnerships throughout the first season.’

Dennis was the longtime host of Citytv’s daytime talk show CityLine. Her move to CTV was a result of the CRTC-mandated station shuffle in 2008 that saw Rogers take over Citytv stations from CTV.

Clarification: Previously, this article incorrectly stated that CityLine was cancelled in 2008. Media in Canada would like to clarify that CityLine is still alive and well on Citytv with host Tracy Moore. We apologize for any confusion this may have caused.