Carlton Television has signed a £750,000 deal that will see Roche Pharmaceutical’s indigestion treatment Rennie sponsoring Christmas television on ITV.
The package, which aims to take advantage of the traditional link between Christmas and over-indulgence, covers up to 30 programmes over the Christmas schedule, encompassing films, drama and entertainment.
The deal was negotiated on behalf of ITV by Andy Moore, account executive at Carlton’s sponsorship department through MediaCom TMB’s dedicated sponsorship unit, headed by Paul Chard.
Andy Thompson, sponsorship account executive at Carlton, said: “We are very pleased to have secured Rennie as the new sponsors of the Christmas showcase on ITV.
“By using light-hearted indents we are reinforcing a great association and this is a fine example of how clients can use broadcast sponsorship to drive brand awareness at crucial sales periods.”
Paul Chard said: “The fit between Rennie and Christmas on ITV stands out as a perfect example of the marriage of a sponsor to a television vehicle.”
The sponsorship will be one of the first under the new ITC code that allows products to appear within credits.
Carlton’s in-house design team under Mischa Welsh will produce a creative concept from advertising agency Bates UK.
This article was first published on Media Week