Thursday, February 23, 2012

Print takes a back seat in Rogers's "multiplatform" sponsorship arrangements

For all the talk of integration of multi-platform marketing and sponsorship in large companies like Rogers Media, its large stable of consumer print publications seems to take the rumble seat. A recent press release trumpeting the addition of five, heavy-hitting sponsorships to the launch of the show Canada's Got Talent on Rogers's Citytv starting March 4, gives nary a mention of the company's considerable print side (boldface emphasis added):
The five sponsors – BlackBerry® maker Research In Motion (RIM), Wrigley’s Excel, ConAgra Foods’ Orville Redenbacher’s, Walt Disney Studios Motion Pictures Canada, and The Division of Tourism and Transportation of the Tobago House of Assembly – will receive variations in multiplatform sponsorship integration across Rogers Media platforms, which include television, online and mobile devices. Activations also entail on-site presence, in-show content, brandsell opportunities, billboards and bumpers, in-store point-of-sale, co-branded promotions, and an online microsite within
“The breadth and depth of our assets give us the unique ability to create customized integrated business solutions to meet our sponsors’ brand objectives,” said Dale Hooper, Senior Vice-President, Sales & Marketing, Rogers Media. “We are thrilled to round out our strong portfolio of sponsors for Canada’s Got Talent with these iconic brands.” 
These brand partnerships join previously announced Canada’s Got Talent founding partners Nissan Canada Inc., Rogers Communications Inc., and Tim Hortons Inc.  

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