Samsung Canada and Citytv’s flagship talk show Cityline have launched a new branded partnership to build awareness of the company’s latest kitchen appliances.

As part of this month’s resfresh of the Cityline studio, the on-set kitchen has transformed into the “Samsung Kitchen.” In addition to having Samsung’s line of appliances integrated into the kitchen, the partnership includes on-air mentions, dedicated in-show integrations and a brand sell media buy supporting the Samsung Bespoke Refrigerator. The campaign features TV and digital advertising targeting 25-to-54-year-olds, running for a full year.

To also build awareness of Samsung’s lineup of Lifestyle TVs (designed with decor in mind to resemble framed art), the partnership includes a contest for a chance to win one of the 4K QLED smart TVs. The contest asks Canadians to send a pic of their living room to prove it needs an update, and the grand prize winner gets a full room makeover. Later this fall, Cityline will feature an in-show winner reveal segment.

In addition to the on-air studio changes, earlier this month, Cityline revealed a number of digital series spun off of popular segments and contributors in an effort to build its digital audience.