Survivor’s Lee Carseldine stars in new Holden Trailblazer campaign via TEN, MCN and Carat
Holden has extended its successful partnership of Network Ten’s Australian Survivor for a second season, with last season’s runner-up and fan favourite Lee Carseldine fronting the campaign via TEN, Multi Channel Network and Carat Connect.
The partnership with TEN and Multi Channel Network kicked off with an integrated TVC produced by Ten’s Commercial Integration team. The TVC features ex-professional cricketer, Lee, at the wheel of popular SUV, the Holden Trailblazer. It will follow him on various adventures in his day to day life off the island, from keeping up his post-cricket fitness routine to road tripping with his ‘tribe’.
As part of the partnership, Holden has also shipped a Holden Trailblazer to Samoa to take part in the filming of the season.
Says Nancy Del Monaco, senior manager of media and brand partnerships, Holden: “Australian Survivor is a fantastic platform through which to tell the Holden Trailblazer story – it embodies the adventure-seeking essence of the car, as does our trailblazing campaign ambassador, Lee. It’s great to be back for a second year and we look forward to an exciting season.”
The series will launch on July 30, living across broadcast, online and social media. The integrated partnership was developed and managed by Carat’s specialist partnership and integration division, Carat Connect.
Says Natalie Kean, head of Carat Connect: “It’s incredibly exciting to work with Holden as we constantly challenge each other to push boundaries – the Australian Survivor partnership was no exception. It wasn’t without its logistical challenges, but Holden’s commitment to the cause was commendable. We’ve collectively delivered a partnership that we’re very proud of, and I am excited to watch it roll out across the 2017 season.”