Carlton Secures DTI To Sponsor Business Programming
Carlton has secured the Department of Trade and Industry to sponsor a new series of business makeover programming on ITV1.
The new four-part Working Wonders series launches later this month and will be supported by the DTI’s UK Online For Business initiative, which helps UK companies understand the benefits of using information and communication technologies.
The series will follow business experts into the workplace of four firms in the Carlton London region, on a mission to help them improve their performance and profitability. Each programme will feature UK Online For Business sponsorship credits and a 15-second support material credit, using animated icons.
David Prosser, director of sponsorship at Carlton, said: “We believe that the investment made by UK Online For Business to create such an attractive and entertaining programme will prove a winner with London viewers. It also represents a great example of how the disciplines of client, agency and broadcaster can work together to bring about such a good, well targeted show.”
Liz Grant, director of ePolicy and delivery at the DTI, added: “Getting good business advice is important to all businesses, and we’re delighted to be supporting this through Working Wonders. Through this sponsorship, we hope to get closer to the small business community in London and the surrounding areas, encouraging them to use technology to grow their business.”
The initiative was developed by programme-led marketing agency, Sponsorvision, on behalf of the DTI. Mischa Alexander, a partner at Sponsorvision, said: “There are limited opportunities on television to access entertaining and interesting business-focused programming, so we are delighted that we have been able to help create such a strong programme opportunity for UK online for business.”
Granada Enterprises recently secured Barclays as the six-figure sponsor of ITV1’s South Bank Show (see Granada Secures Barclays For South Bank Show Sponsorship).
Carlton: 020 7663 6363 www.carlton.com
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