Adweek
20 December 2017

HGTV spotlights brands in almost all of its shows, but the network had never produced a special with one of its advertising partners before.

That will change in 2018, when HGTV airs Home United, a 30-minute special produced with Wayfair that features home renovation stars Chris and Peyton Lambton helping a newlywed couple merge their design styles.

The show, which airs at 10 a.m. on Saturday, Jan. 6, will feature furnishings and décor from Wayfair.com, which sells more than 8 million items for the home. It will also incorporate Wayfair’s Idea Boards, which allow users to curate and save products from the site.

Wayfair’s website will include a curated collection of items featured on the show.

The idea for Home United came out of a brainstorming summit between HGTV and Wayfair, which have been partners for several years. “We were both looking for ways to give the consumer more ‘shoppable’ ideas within a show,” said Donna Stephens, svp of ad sales, Scripps Networks Interactive.

That led to HGTV doing something it had never done before: producing a special with a brand partners.

Read the full story here.
 
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