ITV Signs Sponsorship For Wish You Were Here?

ITV has signed international publisher, Dorling Kindersley, as the new sponsor of its longest running holiday programme, Wish You Were Here?. The sponsorship begins on 15 November and runs for 26 weeks. The value of the deal has not been disclosed, although it is expected to be worth over £1 million.

Wish You Were Here? regularly achieves audiences in excess of eight million and has been running on ITV since 1974. Dorling Kindersley publishes the DK Travel Guides books, which will be promoted as part of the association with Wish You Were Here?.

“This is a major investment for Dorling Kindersley but one which we know will increase the profile of DK Travel Guides to a core travel market. We are committed to growing this business and the sponsorship is the next step in our strategy to build the DK brand,” says DK group head of marketing, Collette Nugent.

Earlier in the year Dorling Kindersley became the first book publishing company to sponsor a UK television programme in a deal with Mopatop’s Shop, ITV’s biggest pre-school commission to date (see ITV Signs Up Children’s Programmes Sponsors).

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