ITV Secures Motorola To Sponsor Movie Strand
Carlton has secured a major deal that will see mobile phone manufacturer Motorola become the exclusive broadcast sponsor of ITV1’s movie presentations for the next year.
The deal, agreed through Sponsorvision, follows a series of shorter-term arrangements between Motorola and ITV1 that began in October 2002 when the mobile phone manufacturer signed to sponsor an autumn season of films.
Motorola will use the year-long sponsorship, which also includes an online element at www.itv.com, to build brand awareness and support key product launches throughout the coming year. It will also use the association to promote its new video phones.
Commenting on the deal, Andy Thompson, head of sponsorship at Carlton, said: “It’s great news that Motorola has chosen sponsorship of the ITV1 Movie Showcase in 2004 to build brand awareness and launch new products. We look forward to together developing other movies initiatives in the near future.”
Mischa Alexander, a partner at Sponsorvision, added: “The increasing ability of Motorola’s new phones to record or playback videoclips literally opens up moviemaking for phone users. It also allows us to create a strong on-air link between Motorola and ITV Movies.”
A new creative campaign has been developed by Sponsorcom to accompany the sponsorship, which includes credits and break-bumpers featuring a series of short films that viewers can play on their Motorola phones.
Earlier this month ITV2 secured Western Wines as the six-figure broadcast sponsor of its entire movie strand, in what is the channel’s biggest single promotional deal to date. The agreement covers more than 104 movies including box office successes such as Gone In 60 Seconds, Mission Impossible 2 and Runaway Bride.
ITV: 020 7843 8000 www.itv.com
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