The CPA launches marketing initiative with HGTV Canada!
Our new branding gives us the opportunity to increase our marketing efforts to promote propane and the many roles it plays in the lives of Canadians.
We are very pleased to announce our new partnership with HGTV Canada and more specifically, its hit series Rock Solid Builds, currently one of the most-watched home improvement shows on the network.
Through this partnership with HGTV Canada's Rock Solid Builds and builder Randy Spracklin and his team from Newfoundland and Labrador, we believe we will be creating a strong presence for propane and its many applications.
By working with HGTV Canada's Rock Solid Builds, we will:
- Help consumers better understand what propane can do and where it can be used.
- Create a Canada-specific image of propane.
- Raise visibility.
As a first step, we are sponsoring HGTV Canada's Rock Solid Builds August marathon. Tune in on Saturdays at 10 and 11 a.m. EST/PST.
In addition to the sponsorship, Randy is developing three social media posts about propane on his Facebook account. HGTV Canada and the CPA will be boosting these posts, creating an estimated 375,000 views per post. We hope that you in turn will also share these posts on your social media.
Make sure you are following us on Facebook!
At the same time, we are updating our website to create a “Consumer” section, which will focus on the many applications of propane in the home, at the cottage, on the road, in agriculture, etc.
ABOUT THE PROGRAM
For those of you who have not seen Rock Solid Builds, the Canadian series is set in Brigus, Newfoundland and Labrador, and focuses on transforming homes in the area. In various episodes, Randy Spracklin and his crew are seen using propane during the construction phase and installing new propane appliances, showcasing the versatility of propane.
The crew has created a very strong sense of community on the show, which is another key message we are looking to portray: the propane industry is community-facing and has an impact on many people’s lives.
Having propane associated with the series helps us market propane as safe, reliable, modern, versatile, and affordable, which we hope will create a lasting impression on Canadians.
A Few Numbers
In only a short time, Rock Solid Builds has risen to one of the most popular shows on HGTV Canada within only its first season.
- Ranked #1 on Canadian series on Speciality programming this spring
- Reached over 1.3 million Canadians each week
Stay tuned for more information as we continue to develop a relationship with HGTV Canada's Rock Solid Builds, along with Randy and his team, to promote propane.
We thank the Directors of the CPA board for trusting us to go forward with this and we thank you all for your support which makes this possible.