Brands on board to deck out HGTV home project

The multiplatform series, Home to Win will have Toyota, Leon's and Benjamin Moore products integrated into its TV and web programming.

Leon’s, Toyota and Benjamin Moore are making dreams come true, at least for one Canadian winner who will walk away with a fully-furnished and decked out home once the sponsors and designers are done with the project.

The three chief sponsors have aligned themselves with HGTV’s Home to Win, a multiplatform series in which 20 HGTV hosts will work together to build the perfect home.

The project, which will be broadcast and shown on a microsite each week, runs for 10 episodes, and marks the first time in HGTV Canada’s history that so many of its hosts have worked together. Show hosts include Mike Holmes, Bryan Baeumler, Scott McGillivray and Sarah Richardson.

While HGTV hosts work on designing the new home, furniture sponsor Leon’s will provide all the furniture in the house, as well as Kitchen Aid and Maytag appliances, Samsung TVs and Tempur-Pedic mattresses. Viewers will see the hosts shopping online on and in-store as part of the decorating process. There will also be product integrations and six custom episodes titled “Get this Look” that will take fans to custom webisodes with Rob Evans and Mia Parres as hosts.

There is also an in-store activation where shoppers will be able to meet with Evans and Parres. The pair will also be seen on Leon’s flyers, which have a reach of nine million people Canada-wide. A virtual tour of the house as it comes together will let online viewers link to items on the retailer’s website.

Leon’s is also sponsoring five “Contests of the Week,” which air as the series unfurls.

Meanwhile, Toyota is integrating its Venza and Sienna models into the first episode as hosts go about finding the ideal house for the project. Its Tundra and Tacoma trucks come in when heavy lifting and transfer of goods and services is required. The Rav4 Hybrid also makes an appearance during the show.

HGTV host Sebastian Clovis will be introducing the Tacoma and Tundra models as part of web-based content under development for the Home to Win microsite. Photo galleries will also take viewers to Toyota’s website.

As expected, Benjamin Moore is taking the lead on the home’s colour palette. Stories about colour will be woven through the series. Designer Sarah Richardson will visit a Benjamin Moore outlet to select the right colours, while viewers will see other hosts discussing colour choices by going to the retailer’s website.

As with Toyota and Leon’s, the paint retailer will also host a photo gallery on the show’s microsite, with Richardson starring in branded content videos offering tips.

Other brands being integrated into the series include Lysol, Moen Faucets and Jeld-Wen (windows).