Increasingly advertisers are moving beyond TV spots and online banners in favor of campaigns containing more on-air integration and online interaction.

In Canada the group broadcaster Citytv fully understands the concept of engagement and is delivering plenty of it for its sponsor Benjamin Moore.

The campaign is called Partners in Lifestyle and is centered around Cityline, a lifestyle-based TV show on Citytv.

Cityline offers a daily dose of talk, lifestyle segments and advertisers. Benjamin Moore plays a prominent role every Thursday to gently showcase its products on program segments about redecorating and remodeling.

To further support these on-air efforts Citytv and sponsor have also developed an engaging web section with several interactive components:

- A monthly contest

- Helpful tools and decorating trends

- A slideshow of redecorating projects in which users can float their cursor over the photos to reveal the source of the furnishings used on the project.

- Archived on demand video segments from past programs

- A "What's Your Karma Colour?" personality quiz. Answers reveals the user's personality, and in turn which paint colors match their personality.

THE ONLINE SPIN

Partners in Lifestyle proves that both Citytv and its blue chip sponsor Benjamin Moore "get it."

For the on-air component, Benjamin Moore reaches an audience that is receptive to its do-it-yourself home decorating solutions.

Online the useful, easy-to-use, informative and fun web campaign ably backs up the strong on-air promotion.

"What's Your Karma Colour" is an especially engaging and promotable feature of the campaign.

All of these elements combine to make the Partners in Lifestyle package a particularly strong one for station and sponsor alike.