Discovery - Canon

TLC'S INVITE MR WRIGHT in collaboration with Canon


TLC and Canon collaborated to develop a unique cross-platform marketing campaign in conjunction with the premiere of TLC’s six-part series, INVITE MR WRIGHT, in December 2010. The series takes an off-beat and humourous look at travel as globetrotter Ian Wright experiences what various cities around the world have to offer, thanks to the hospitality of his local hosts. Using Canon's latest cameras and printers to produce moving and still images, Ian captures the trip from his own perspective, providing a unique take on his travels.

The campaign rolled out with on-air spots, social networking initiatives, an interactive contest experience and on-ground events. Vignettes featuring Ian Wright were created and used on air, online and at Canon roadshows. TLC also ran on-air spots to promote the INVITE MR WRIGHT microsite and contest. The interactive contest requires participants to use their creativity by experimenting with photo edit tools and design a photo collage with Ian Wright. The unique grand prize is a trip to London for a once-in-a-lifetime afternoon with the popular host himself.

In addition to launching the microsite, TLC also leveraged on the viral effect of social networking, utilising Facebook and YouTube to provide viewers with updates on the series and contest.

There was further engagement with consumers and press through on-ground events in Singapore and Malaysia. Ian Wright was in both markets for a meet-and-greet with fans and media interviews, which resulted in extensive press coverage.

The elements of the campaign served to promote the new series on TLC while showcasing Canon's range of products.