Motorola Signs For Extended ITV Movies Sponsorship
ITV Sales has announced an extended sponsorship deal with mobile phone manufacturer Motorola, covering all films on ITV1 in 2005 following the success of a previous deal which drove purchase consideration amongst viewers up by a massive 65%.
The sponsorship forms part of an integrated marketing strategy by Motorola, delivering a continual, national presence all year round and, the phone giant hopes, resulting in highly effective levels of brand awareness.
The creative material used in the sponsorship credits will change to support new product launches throughout the year, and will be supplemented by an increase of the company’s other marketing activity.
The first campaign to be used by Motorola in its new sponsorship credits will launch the company’s latest range of 3G handsets, highlighting their video capture, video calling and video messaging capabilities.
Motorola states that sponsorship of ITV1 Movies has played a key part in lifting its brand awareness, enjoying an 11% improvement year on year in the face of significant above the line spending by competitors. The company also claims that purchase consideration has risen by 65% amongst those aware of the sponsorship compared with those not aware.
The new deal will see Motorola associated with high-profile feature films such as Ocean’s Eleven and the broadcaster’s ultimate Bond season, with the entire James Bond back catalogue running back to back.
Commenting on the tie-up with ITV, James King, UK & Ireland marketing manager at Motorola said: “We are delighted to continue our sponsorship of ITV Movies. The launch of our range of 3G handsets; with their advanced video technology, means that the link between movies and mobile phones is now more relevant and important than ever. The association with ITV Movies will ensure that throughout 2005 consumers are made aware of new Motorola products, and the new technological benefits of those products.”
The deal was negotiated by Andy Thompson, controller of sponsorship and branded content at ITV Sales, and Sarah Armitage, planning director at Sponsorvision. Commenting on the deal, Thompson said: “Motorola’s association with ITV1 movies is now one of the most high profile sponsorships in the UK and with a great season of movies planned this year we look forward to developing the partnership further.”
Last year saw ITV join some of the nation’s largest commercial television broadcasters in announcing plans to create a marketing organisation to boost the profile of small screen advertising, following in the footsteps of the Radio Advertising Bureau and ploughing funding worth £1 million into the new venture (see Commercial TV Giants Form Ad Marketing Bureau).
ITV: 020 7843 8000 www.itv.com
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