CBC takes its prime time programs to the bank -- and vice versa

    
    TD Canada Trust to appear in three hit shows
    - a first for a Canadian bank
    

TORONTO, Sept. 16 /CNW/ - When viewers watch three of CBC Television's most popular programs this fall, they'll see a familiar scene in the background: a TD Canada Trust bank branch. In a first for a Canadian bank with CBC-TV, TD Canada Trust will be integrated into some settings in new episodes of Little Mosque on The Prairie, Being Erica and Heartland.

Product integration, where branded goods or services are placed in programming beyond traditional ads, has evolved considerably since its introduction decades ago. Going beyond simply placing a product in a camera shot, products and brands are being integrated into backdrops and storylines. This approach is used widely by networks and studios in the U.S., but is still relatively new in Canada. CBC Television is the only network that can offer a significant degree of integration because of the amount of Canadian programming it offers.

"CBC delivers quality Canadian programming to its viewers and we are excited to be a part of it in this new integration," says Dominic Mercuri, TD Canada Trust's Chief Marketing Officer. "TD Canada Trust plays a role, big and small in the lives of many Canadians, so it should feel natural for the audience to see us play a similar role in the lives of some of the most popular CBC characters."

How will TD play a supporting role this fall? In the hit comedy series Being Erica, Erica's (Erin Karpluk) GF's BF Anthony (Mark Taylor) manages a TD Canada Trust branch and speaks at a TD corporate function. And on Little Mosque on the Prairie, William Thorn (Brandon Firla) blows into town as the new reverend and visits the local branch in Mercy to determine whether the church has enough funds to throw a bash for the townspeople. On the family drama Heartland, the bank makes cameo appearances in three episodes.

"We see this as an innovative approach to traditional advertising," says Scott Moore, Executive Director, CBC Sports and General Manager, Media Sales and Marketing. "The integration of TD's brand into our programs is subtle and appropriate creatively. Through our 30-second vignettes, online presence and scripted programming, we are increasing TD Canada Trust's visibility and generating revenue to allow the CBC to continue funding high-quality Canadian programming."

"This joint program with TD Canada Trust gives CBC an opportunity to leverage the high level of Canadian programming that it produces," says Kirstine Stewart, CBC Television's General Manager, English Services. "Knowing where advertising and broadcasting are headed in the future, we are happy to be at the forefront."

In addition to the prime time production integration, viewers have the opportunity to see their favourite CBC stars up-close and personal in 30-second promotional spots. Videos of Heartland's Amber Marshall, Little Mosque on the Prairie's Sitara Hewitt and Being Erica's Erin Karpluk to name a few. Extended versions of these interview-style spots can be viewed exclusively online at www.cbc.ca/falltv/videos. To view CBC's entire fall line-up, visit www.cbc.ca/falltv -- a TD Canada Trust-branded website.

This program was jointly developed by CBC, TD Canada Trust and MediaCom.

About TD Bank Financial Group

The Toronto-Dominion Bank and its subsidiaries are collectively known as TD Bank Financial Group. TD Bank Financial Group is the sixth largest bank in North America by branches and serves approximately 17 million customers in four key businesses operating in a number of locations in key financial centres around the globe: Canadian Personal and Commercial Banking, including TD Canada Trust and TD Insurance; Wealth Management, including TD Waterhouse and an investment in TD Ameritrade; U.S. Personal and Commercial Banking through TD Banknorth and TD Bank, America's Most Convenient Bank; and Wholesale Banking, including TD Securities. TD Bank Financial Group also ranks among the world's leading online financial services firms, with more than 5.5 million online customers. TD Bank Financial Group had CDN$545 billion in assets on July 31, 2009. The Toronto-Dominion Bank trades under the symbol "TD" on the Toronto and New York Stock Exchanges.

SOURCE TD Canada Trust

For further information: For further information: Tashlin Hirani, TD Bank Financial Group, (416) 982-3375, Tashlin.hirani@td.com; Netta Rondinelli, Media Profile, (416) 342-1832, Netta.Rondinelli@mediaprofile.com


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