Channel 4 Secures Mini For New Drama Sponsorship
Channel 4 has secured iconic car manufacturer Mini as the exclusive broadcast sponsor its new off-the-wall comedy drama series, Greenwing, which is due to launch on the channel next month in a peak-time slot.
The deal, which was negotiated by Sharon Moore at Channel 4 and Daliah Epstein from Vizeum, marks the first of its kind between Channel 4 and Mini. On-air sponsorship begins on 3 September and covers a nine-week run of the series, which is being billed as part surreal soap, part innovative comedy drama.
Commenting on the deal, Emma Lowndes, Mini’s marketing manger, said: “Green Wing is a great fit for Mini – we laughed our heads off at the Green Wing tapes and will do our best to entertain people during the breaks too.”
Simon Peck, group account director at WCRS, added: “Humour plays a large part in Mini’s advertising campaign. We have created over 40 individual idents all centred on the comedy character of Mini ha ha . They fit Mini’s personality brilliantly.”
Mini has traditionally been associated with ITV and in the past has been the six-figure sponsor of the channel’s Cold Feet comedy drama, as well as Between The Sheets, a frank exploration about sex in the twenty first century staring Brenda Blethyn and Alun Armstrong (see New ITV Sponsorship Puts Mini Between The Sheets).
Earlier this month Channel 4 announced plans to launch its answer to the BBC’s iconic Top Of The Pops, in the form of a new Saturday morning music show counting down the chart as used by commercial radio stations. The new venture will be based on the recently launched Hit 40 UK music chart and will form part of Channel 4’s teen-orientated T4 programming strand (see Channel 4 To Have A Pop At BBC Music Programming).
Channel Four: 020 7396 4444 www.channel4.co.uk
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