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HGTV Leverages Its Multi-Platform Heft To Promote ‘Property Brothers At Home: Drew’s Honeymoon House’

11/13/2017 10:00 AM

New York -- Pop culture excitement continues to build around Drew Scott, half of the duo starring in HGTV’s Property Brothers—and not just because he made it to the semi-finals on Dancing with the Stars. With Drew’s upcoming wedding to fiancée Linda Phan, HGTV will leverage all its platforms—on-air, print, digital, TVE apps on connected devices and mobile, and a show on sister net Food Network—to take the new series Property Brothers at Home: Drew’s Honeymoon House and its stars, Drew, Linda and Jonathan, to a whole new level. Premiering on Wednesday, November 22, at 9 p.m. ET/PT, the five-part series will star the brothers, their older sibling JD and Linda as they complete a massive renovation of the engaged couple’s first home.

The expanded multi-platform initiative, which is tied to the series’ run through December 20, will include more than a dozen new convergent short form videos, exclusive digital and social content, as well as a national print story in HGTV Magazine and a special episode of Food Network’s Cake Hunters, which will air in February 2018.

 "Together, our digital brands attract more than 513 million monthly visitors across many platforms and our flagship networks reach an average of 104 million viewers per month, so we can maximize the wedding theme to transcend home renovation,” said Loren Ruch, senior vice president of programming for partnerships and special projects at HGTV, Food Network, Travel Channel, DIY Network, Cooking Channel and Great American Country. “Our audience is interested in everything from the cake and wedding dress to the invitations, the table decor and relationship stories. This convergent effort allows us to super-serve fans and give them more opportunities to share in the fun and excitement.” 

HGTV’s digital platforms will pull out all the stops to showcase the couple with fresh online content. Starting Wednesday, November 15, the network’s Facebook and Instagram pages will feature the first installment of an 11-episode digital series, “Wedding Crafts with Linda.” The series will star the bride-to-be as she and Drew demonstrate their creative do-it-yourself wedding style, including their take on party menus and cocktails, customized rehearsal dinner invitations, hot-air balloon table centerpieces, delicious wedding favors and more. 

Each week, HGTV also will post the couple’s “selfie” videos to its Facebook, Twitter and Instagram platforms as they share fun details about their proposal and engagement advice. During the series run, JD will “take over” HGTV’s Instagram Stories platform to share his perspective on everything from the nuptials to the home renovation. Throughout the run of the series, fans can visit the Brothers’ online hub HGTV.com/Brothers to find even more articles, videos and photo galleries.

The December issue of HGTV Magazine, on stands Tuesday, November 14, will feature a behind-the-scenes article on Drew and Linda’s combined design style. And, a special episode of Food Network’s Cake Hunters will feature the couple as they search for the perfect wedding cake.

Beginning Friday, November 17, one of Drew and Linda’s episodes from their digital series will available for free download via HGTV’s EST partners, while on Thursday, November 23, the premiere episode of Property Brothers at Home: Drew’s Honeymoon House will be available for free viewing via the network’s EST partners and offered on HGTV.com, HGTV’s TV Everywhere mobile and connected device apps, and video on demand platforms.