CBC’s ardent wooing wins Mazda as Intelligence sponsor

Sponsorship and stylish rides for both good guys and bad guys will get Mazda on-screen in more ways than one with the premiere of CBC's new Intelligence series. The 13-parter kicks off on Sept. 26 (8 p.m. ET) with a re-broadcast of the Gemini-nominated pilot. Episode one of the new season shows will be broadcast October 10 (9 p.m. ET).
CBC customer marketing manager Steven Pitkanen tells Media in Canada that Mazda vehicles were fit into the needs of the program without a specific number of placements. 'We have to be very careful not to force-fit product placement. Mazda was great enough to give us, I think, five vehicles. They'll be used by the heroes and the bad guys.'
By Staff 
September 21, 2006

Sponsorship and stylish rides for both good guys and bad guys will get Mazda on-screen in more ways than one with the premiere of CBC’s new Intelligence series. The 13-parter kicks off on Sept. 26 (9 p.m. ET) with a re-broadcast of the Gemini-nominated pilot. Episode one of the new season shows will be broadcast October 10 (9 p.m. ET).

CBC customer marketing manager Steven Pitkanen tells Media in Canada that Mazda vehicles were fit into the needs of the program without a specific number of placements. ‘We have to be very careful not to force-fit product placement. Mazda was great enough to give us, I think, five vehicles. They’ll be used by the heroes and the bad guys.’