Discovery partnered with Canon on a marketing campaign called "Invite Mr. Wright" featuring travel host Ian Wright using Canon cameras and printers. A 6-part travel series aired on TLC channel across Asia-Pacific in 2010. The campaign included on-air episodes, press events, online contests, and social media promotion to drive awareness of Canon's products. The first season was viewed by 20 million people and generated over $185,000 in press coverage across Southeast Asia.

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.

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

9. Total campaign introduction vdo

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