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Canon Australia has embraced the reality TV phenomenon, jumping on board Network Ten’s latest voyeuristic island adventure, The Resort. Canon’s involvement with The Resort kick starts its $20m advertising investment for 2004. Mark Deere-Jones, Canon Australia general manager for the Business Imaging Solutions Group, says, "The Resort is an ideal vehicle to further Canon’s marketing initiatives - a platform on which we can demonstrate the simplicity and benefits of our business technology."We believe that the show delivers entertainment as well as insight into the challenges of efficiently running a business such as The Resort. Business minded viewers will appreciate the benefits of our imaging solutions when they witness their use first-hand on The Resort."
Canon provides imaging solutions for both the business and leisure facets of the show, catering for all the entrants’ administration and recreational needs. This includes providing the cast on the island with a W8200 wide-format printer and an imageRUNNER iR C3200 networked multi-function printer as well as digital video and camera equipment.
While managing The Resort, the entrants will rely on the imageRUNNER iR C3200 for all their communications needs in colour or black & white. This is aimed to demonstrate to an audience of millions that a Canon networked multi-function printer is an indispensable workhorse for any high-performance business. Meanwhile, Canon says the W8200 is the fastest and most versatile wide-format printer of its size, allowing the entrants of The Resort to create any posters or displays onsite.
Deere-Jones says, "Our partnership with The Resort offers a unique opportunity to illustrate how Canon imaging solutions provide a real edge to any business by showing them in action."
Based on the Fijian island of Lukania, the show stars 15 cast members repairing a run-down accommodation site and transforming it into an operating holiday destination. Guests arrive by the third week. The programme is based on the formula of audience participation - members of the public have been handpicked to run The Resort, and guests are genuine holidaymakers.
"This kind of partnership aligns itself seamlessly with Canon’s objectives - providing 360-degree solutions for the home and office, and demonstrating their ease of connectivity," says Deere-Jones.
As a Tier One sponsor with category exclusivity, Canon receives 40 television commercials of 30 seconds each, Solus open billboards, priority break placement, in-programme integration opportunities, and cross-promotional opportunities with The Resort.
Alongside these activities, Canon is running a series of nation-wide promotions, giving away trips to the island for consumers and retailers. In-store, trade and in-programme promotions will also offer audience members the opportunity to stay at The Resort courtesy of Canon.
For the media, Canon will host an exclusive live cross to Jon Stevens - providing an insider’s view of how the cast and guests are coping. The show commenced on February 11 and will screen on Network Ten on Wednesdays at 8:30pm for 13 weeks until May 5 2004.
