A pair of familiar names – Sunwing Vacations and the Cuba Tourist Board – are in the spotlight this week as the pair collaborate as series sponsors and in-program travel partners on the launch of the 12th season of Big Brother Canada.

Known for its unique construct and entertainment, Big Brother Canada is one of the top-ranked shows in Canada, with more than nine million people across the country tuning in last season to follow the exploits of the competing house guests.

Sunwing says it is excited to “tap into (BBCan’s) whimsical brand personality,” with integration of the tour company and destination coming to life in several areas, including through the show’s grand prize offering of a dream all inclusive getaway for two with Sunwing to Cuba, valued at over $10,000.

As well, season 12 will include a custom-designed Sunwing and Cuba-inspired room where houseguests will relax, strategize and “be transported to tropical days down south.” Houseguests will also compete in a co-branded Power of Veto (POV) challenge.

Throughout the season, Sunwing and Cuba will be showcased through various digital components including video pre-roll, short-form video and display ads that will run on the show and BigBrotherCanada.ca, the Global TV App and Connected TV inventory, plus several featured brand spots and billboards in select episodes, including the finale.

“We’re thrilled to join forces with our longstanding partner the Cuba Tourist Board, and to have Sunwing Vacations become a series sponsor for Big Brother Canada’s 12th season,” said Samantha Taylor, Chief Marketing and Digital Officer of Sunwing Vacations Group. “As one of the most popular reality television series on the air, we’re excited to align our brand with a Canadian-original program that brings people joy while introducing Sunwing to more audiences who share a passion for creating unforgettable memories.

“True to our brand identity that’s centred on embracing customers’ quirks and unique vacation identities, we’re looking forward to tuning in each week to see how each houseguest discovers their own persona and how they maximize every moment with Sunwing in mind.”

Season 12 of Big Brother is shown on Global and STACKTV, and airs three nights a week featuring new episodes on Sundays (9 p.m. ET/PT), Tuesdays (7 p.m. ET/PT) and Wednesdays (first airing at 10 p.m. ET/PT then moving to 9:30 p.m. ET/PT in the weeks following).