HGTV’s grown-up ‘cribs’ blog

Star-watchers can check out the homes of Canadian celebs in a new online blog series on Ad and sponsorship opps available.

Successful interior design TV shows always seem to have just the right balance of intriguing storytelling, fantastic images and a charming host.

HGTV is proving this formula can also be applied to non-video platforms with yesterday’s launch of a new series called Creative Spaces on their Original Home Tours blog.

Written by blog contributor Rana Florida, pictured, the eight-part series will include exclusive photos from inside the homes of famous Canadians (and fashion insiders) such as Michael Budman, founding partner of Roots Canada, Darren Mosher, founder of M.A.C Cosmetics and designer couple Kimberly Newport Mimran and Joe Mimran of Pink Tartan and Joe Fresh Style.

Brands can sponsor individual blog posts, which would give their display ads run of the full website, explains an HGTV spokesperson. Regular display advertising is also available on the blog, currently featuring brands like Tide and RBC.

The Original Home Tours blogs are currently being promoted on air through seven-second promos, which will run for about eight weeks. Blog posts are also promoted online using the homepage rotator, the network’s Facebook and Twitter accounts and through’s online newsletter which is sent to approximately 85,000 subscribers.

Launched last April, the Original Home Tours section on HGTV’s Style Sheet blog, focuses on editorial-style tours of high-end homes in Canada. It consistently ranks in the top three blog posts each month. The Style Sheet blog receives an average of 148,946 page views a month (Omniture: December 2010 – February 2011).

The Creative Spaces home tours will be posted bi-weekly on Tuesdays.