Canada’s #1 Live News & Lifestyle Morning Show Gets a Major Fall Refresh

Interview: Marketing News Canada x Jordan Schwartz, Head of Morning Programming at Global News

How did the partnership with Wayfair come about and why was it a good fit for TMS (The Morning Show)?

We shared the news of our planned brand refresh with our Corus Marketing and Sales teams, and working with our Media Agency partner PHD Canada, they developed a partnership package which we took to Wayfair.

We knew that Wayfair was the perfect fit, since Wayfair is all about helping Canadians express their unique style at various price points. We were confident they could furnish and dress the set in a way that truly reflects our brand refresh. We also knew that Wayfair has a robust selection of various curated design styles that would allow for a seamless inspiring and valuable experience.

Why the rebrand-refresh?

As TMS has evolved, it was time for the graphics, music, look and set to also evolve. While it was essential to our team to stay true to our TMS brand, we also wanted to better connect with our Global News Morning shows and Global Entertainment in look and feel. The in-house creative team at Global News came up with a magnificent new logo, dynamic animations, and colour palette.

We also decided that it was time to change our soft furnishings and accessories on set. Being part Corus Entertainment means that TMS is at the hub of the best in lifestyle content, so our set has to live up to those standards. Viewers look to our experts to deliver trusted advice, and we know this new look will showcase our content in both inspirational and achievable ways.

What are some of the set features?

We wanted to create a vibrant space that would not only bring joy to our hosts and guests, but we also wanted our set to inspire our viewers as well.

TMS design expert Shai DeLuca worked with the team at Wayfair to choose the perfect pieces to reflect the refreshed graphics and animations. There is a real nod to the styles of the 1970's in the choices. Shai also made sure to pick pieces that were transitional enough to carry over time.

A show like TMS requires multiple combinations of conversation and demonstration areas and different types of seating that responds the topic, tone, and number of guests. Shai and the team had no shortage of choices at Wayfair. Our home base features mid-century accent chairs covered in a burnt orange fabric. There is a retro curved boucle sofa to accommodate multiple guests, a wood dining/kitchen table surrounded by cane, wood and chrome chairs, and contemporary velvet and gold stools round out our new supply of seating. We know a lot happens around the home, so we are bringing to life on live TV all of rooms where conversations happen in the home.

Can you speak to how Wayfair will be integrated into the show?

The curated furniture and décor items create a beautiful space for TMS and also act as an on-set showroom for Wayfair. It is designed to inspire, showing viewers how Wayfair can help achieve every style for every home.

The partnership will be celebrated through verbal call outs, sponsored billboards, custom in-show segments led by TMS designer Shai DeLuca, social extensions, a consumer contest for a chance to win Wayfair products, and branded content online articles that drive to Wayfair products for purchase.

How has TMS been able to keep its #1 position in such a competitive environment?

We listen to our audience, and we constantly evolve. We make every effort to highlight topics of interest that are important to viewers from across Canada. We know viewers count on us to not only inform them of the important topics of the day, but also, they also count on us to inspire and entertain them each morning. Carolyn, Jeff, Morgan, and team are excited to kick off this new season with this refreshed look and our new partnership with Wayfair.

Interview: Marketing News Canada x Wayfair

Why did you decide to work with the TMS?

TMS recently went through a refresh. To align with this new direction, they needed a set that would express their updated identity. Wayfair was excited to step in as a sponsor, helping TMS curate furniture and décor pieces that truly reflect their new branding.

Just as we supported TMS in finding the right style to express who they are, we strive to do the same for Canadians, helping them create homes that reflect their personal style as they navigate different stages of their lives.

Why is it important to have a national presence in Canada?

We believe every Canadian deserves access to a trusted destination for all things home, so that their spaces express who they are, no matter where they live. That’s why our extensive range of styles is available from coast-to-coast, empowering everyone to easily create a home that feels just right for them. Whether it’s a new beginning, like TMS’ rebrand, or a life transition, Wayfair is here to support Canadians in designing homes that truly reflect their personality and lifestyle.