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Invite mr.wright season 1
1. A picture perfect partnership of
Discovery Networks Asia Pacific and Canon
2. The partnership
• Discovery partnered with Canon in
• A unique cross-platform marketing campaign called
“Invite Mr.Wright”, a six-part series was on aired in
TLC channel in December 2010.
• Using Canon's latest cameras and printers to produce
moving and still images, Ian Wright The funny globe
trekker who captures the trip from his own
perspective, providing a unique take on his travels.
3. On-ground
Press Event
On-Air
TLC Online
Brand
Airing across Asia-Pacific: value Contest
SEA, Taiwan, Japan, China, Social media
Australia, New Zealand
Product
Program host
CANNON Camera
Ian Wright
The travel series, 'Invite Mr. Wright'
Production of the 6-destination episodes
: Japan, Indonesia, India, Vietnam, Australia, Singapore
4. Program host
Ian Wright
• An English television host and
comedian.
• The most recognizable host of
Globe Trekker.
• Over 50-episode hosted-
program in the past 7 years.
• Wright now also stars in the
cable channel Discovery Travel
& Living show VIP Weekends
with Ian Wright.
• The latest of Ian Wright series
is called Invite Mr Wright. The
second season started on
March 2012.
5. Product tie-in
Canon cameras and
printers
• Canon wanted a unique Canon EOS 60D
campaign to promote its
latest camera and printer PIXMA MG8170 Printer
models
• Target to the travel savvy
and looking to add
variety to the way they
recorded the places they
visit.
6.
7. On-ground
Press/Consumer event
• Invite Mr Wright
consumer/press events
conducted in Singapore
(Harley troop) and Malaysia
• The commercial vignettes
featured Ian Wright with
Canon products were
promoted in all Canon
outlets
8. On-Line
Contest
• To maintain interest, the campaign was
complemented by show contest promos
and vignettes.
• The contest was also set up, giving fans a
chance to meet and spend time with Ian
Wright in his home city of London.
• The dedicated Canon-branded Invite Mr
Wright microsite contained series
information and short clips from the series
that included Canon products.
• Promotion on www.invitemrwirght.com,
http://www.facebook.com/ianwrightey and
http://www.ianwright.tv/ completed the
360 campaign.
How to join the contest:
• Upload a snapshot you want to use
• Using the website, edit Mr. Wright into it
and use the other tools to make it more
interesting
10. The result of Season 1
• The series were seen by 20 million viewers in SEA.
• The format registered strong performance against all key targets,
especially with Women 25+, scoring 119% versus prime time average
audience.
• The series also generated more than US$185,000 worth of press coverage,
reaching more than 6 million readers in Singapore and Malaysia.
• The microsite had more than 233,000 page views from 55 countries.
• Coming of season 2 this year : http://www.tlcasia.com/tv-
shows/invitemrwright
Survey of audience sources: AGBNMR Malaysia, Kantar Media Singapore, Kantar Media Philippines
Source: http://www.creamglobal.com/17798/28020/invite-mr-wright
Editor's Notes
Canon products were organically embedded into the various activities that colored Ian's travels.
an aggressive on-air campaign to push the series and generate viewership
an aggressive on-air campaign to push the series and generate viewership
1st PrizeTrip for two to visit Ian Wright in London and one Canon Legria HF R18 digital camcorder2nd PrizeOne Canon PowerShot SX30 IS digital camera3rd PrizeOne Canon PIXMA MG8170 PrinterConsolation Prizes5 sets of Canon Gifts. Each consists of one IXUS camera bag, one IXUS umbrella, one PIXMA miniature memory drive and one EOS tissue box caseRead more: Contest: Shoot It Wright Contest | Mukhang Pera Philippine Contests, Promos, Freebies, and morehttp://mukhangpera.com/2011/01/contest-shoot-it-wright-contest/#ixzz2K93kTVN0Under Creative Commons License: Attribution