Granada Extends Weather Sponsorship Deal With BMI

Granada Enterprises has extended its existing deal with BMI airlines, which will now become the exclusive sponsor of LWT’s weather bulletin.

The new deal follows a prior agreement which saw Granada secure a range of sponsors for its regional weather bulletins, in a number of deals totalling more than £1.5 million (see Granada Brings Ray Of Sunshine To Weather Bulletins).

The extended sponsorship will include break bumpers and branded credits throughout the weather bulletin, which will feature the strapline: “Welcome to low cost flights without the low expectations.” The campaign’s creative will feature a range of animated birds with the voices of ITV stars such as Ray Winston, Penelope Keith, Denise Van Outen and Rik Mayall.

Commenting on the deal, Amanda Burns, head of marketing at BMI, said: “The year-long sponsorship is an ideal fit for us, and is the perfect vehicle to communicate the brand values of BMI to our target audience. We are continuing with the bird theme as the previous executions proved so successful with consumers.”

Granada Enterprises recently secured MB Games to sponsor its new ITV1 series, Celebrities Under Pressure (see Granada Secures MB Games To Sponsor Celebrity Show). Carlton also secured a deal with Westmill Foods that will see its new range of Ken Hom products sponsor ITV1’s daytime chat show, Today With Des And Mel (see Carlton Secures Sponsor For ITV’s Today With Des And Mel).

Granada Enterprises: 020 7396 6000 www.granadaenterprises.com

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