Global announced today that it will be airing the grand prize winning segment of Royale’s 50th anniversary Golden Kittens Search Contest as part of a 90-second commercial break during the July 3rd broadcast of Entertainment Tonight Canada. The segment will look exactly like a game show complete with host Rick Campanelli, five selected finalists and a custom-made set that provides the perfect backdrop for the drama and anticipation. Irving Tissue Corporation President Robert K. Irving will be present to award the grand prize.
The entire commercial break will take viewers from the opening credits, through each round of skill testing questions, and culminate with the awarding of $50,000 to the finalist who earns the most points. And then, without missing a beat, viewers will return to the July 3rd episode of ET Canada.
“Our Shaw Media sales team within Marketing Ventures has earned a reputation for developing truly original and innovative campaigns that deliver results for our clients,” said Errol Da-Ré, Senior Vice President, Sales for Shaw Media. “The Golden Kitten Search is the biggest contest ever executed by Royale, and they asked us to provide a dramatic conclusion. When we presented our mini-game show idea, Royale enthusiastically agreed it was the exclamation mark they wanted.”
In addition to the $50,000 grand prize, there are four runner-up grand prizes, including:
- First Runner-Up Prize of $25,000;
- Second Runner-Up Prize of $15,000;
- Third Runner-Up and Fourth Runner-Up Prizes, each for $5,000.
The Golden Kitten Search Contest campaign began at 12:00:01 AM ET on January 21, 2013 on Global with 15 second promos featuring ET Canada’s Rick Campanelli encouraging viewers to purchase Royale tissue for their chance to enter the contest. Royale also sponsored special portions of each ET Canada broadcast. The contest closed at 11:59:59 PM ET on May 10, 2013.
As a lead-up to the dramatic game show conclusion, Rick Campanelli and ET Canada’s Natasha Gargiulo have taped a 90 second video to announce the five finalists, which was posted on June 6th on the Royale website. Viewers are invited to visitwww.royalepromotions.ca/ to watch the video and to enter for their own chance to win an additional $5,000.
The mini-game show will be shot on a custom-built set at a Toronto studio on June 22nd.
