Go RVing Canada has partnered with Canadian Olympic gold medalist and The Amazing Race Canada host Jon Montgomery to launch “Brewdocking,” a new web series that combines RVing and beer drinking across Canada.
Chris Mahony, president of Go RVing Canada, tells MiC that the new endeavor goes beyond merely meeting marketing goals.
“Branded content series can really showcase the lifestyle we are trying to market,” he says. “Instead of focusing on just one marketing goal, a series like this can speak to a multitude of audiences all at once and therefore effectively meet our objective to promote RVing in Canada.”
Mahony adds that the target audience for the new show ranges from viewers in their early 20s to late 50s. Because of the focus on beer drinking, the audience will tend to be mostly male, but female viewers are also being targeted.
The one thing all audience members will have in common is a passion for an outdoors lifestyle, explains Mahony. The series comes on the heels of another branded content initiative called “Chuck and Danny’s Road Trip.”
This series followed celebrity chefs Chuck Hughes and Danny Smiles on a cross-country culinary RV adventure. Mahony says lessons learned from this experience have been applied to the new show.
“From this first series we learned that less is more. Audiences respond better to more digestible content in the seven minute mark rather than half an hour or an hour shows,” he says.
The seven part series took two years to produce and is now available on Brewdocking.ca. It follows Montgomery’s RV journey from coast to coast that includes stops in several locations such as P.E.I, Niagara, Tofino, Manitoba, Quebec City, and Calgary.
At each destination, the athlete – known for chugging a pitcher of beer to celebrate his 2010 gold medal win – explores the craft beer scene and local culture, while also adding some adrenaline rushing activities. Go RVing Canada is also hosting a contest that runs through Aug. 26 for one Canadian to win Montgormery’s RV, $1000 and a stand-up paddleboard.
