HGTV’s $ave My Reno returns with its fourth season on March 16, so it’s fitting that four new brands have joined as new sponsors for the home renovation series.
New partners Lowe’s, Dominion Lending Centres, Velux Skylights and Belairdirect are joining multi-year sponsors Behr and Rockwool insulation. The sponsorships will include in-show integrations, on-air promotions, custom online and social media content and contesting.
According to Numeris PPM Data, $ave My Reno was the fifth highest-rated Canadian original program on HGTV during the run of its last season, both among all adults aged 25 to 54 and, more specifically, females 25 to 54.
Behr’s sponsorship is an extension of its status as the Official Paint Supplier of HGTV Canada, and its second execution with $ave My Reno will include multiple in-show integrations and representation on HGTV.ca. Official Insulation Supplier Rockwool will showcase its multi-tasking residential stone wool insulation products in applications from floor to ceiling to walls.
Another multi-series sponsor for HGTV in Canada, Lowe’s, will execute around the show for the first time with a focus on its customer experience, showing shopping both in-store and online. Focused on bathroom and kitchen projects, the integrations also aim to show how its product selection can increase the overall functionality and value of every living space.
Aside from active integrations of its products in the projects on the show, Velux Skylights will have passive product inclusion within the series, unique features on HGTV.ca and a seven-week online contest.
Outside of brands more typically associated with home renovation, Dominion Lending Centres has signed on, this season’s homeowners will use the mortgage broker’s “My Mortgage Toolbox” app to plan for their futures. It will also have visibility on HGTV.ca and custom social content, including sneak peeks and reveal clips for upcoming episodes.
Belairdirect will have both on-air and online content, including vignettes featuring series co-hosts produced by Corus. $ave My Reno is hosted by builder Sebastian Clovis and designer Samantha Pynn, who specializes in transforming houses into showplaces on a budget.
