Selling the Bachelor Canada

Rogers Media on how it played the field to find its sponsorship mates ahead of next Wednesday's premiere.

Next Wednesday at 9 p.m., Rogers Media’s Citytv is launching the first Canadian version of international dating show franchise, The Bachelor Canada, with free agent CFL player Brad Smith as the first bachelor searching for love.

Gillian Mannsbach, director, client solutions, RMI properties at Rogers Media, tells MiC that Coty with its Rimmel and Sally Hansen brands, Colgate Optic White Toothpaste, Softsoap Body Wash, Energizer’s Schick Hydro Silk and Kraft brands Dentyne, Thinsations, Triscuit and Tassimo are all signed on as sponsors.

While she can’t confirm how all of the clients will be activating until the show (which targets women aged 18 to 49) is underway, she says selling sponsorships to clients where the brands will be placed in a lifestyle situation such as the Bachelor mansion was different from placing them on a reality show like the Rogers Media-produced Canada’s Got Talent.

“The way people interact with the product is different,” she says. “With Canada’s Got Talent it was much easier to place the products, in this show you are in someone’s house, you’re in a lifestyle situation instead of a talent show situation. It was fun to come up with ideas of how to showcase the products in different ways.”

Mannsbach says that there are some promotional sponsorship opportunities available around the show’s live episodes, as well as ad spots still available.

The Bachelor Canada premieres on Citytv at 9 p.m. on Oct. 3 and moves to its regular timeslot of Wednesday night at 9:30 p.m. the following week.