Granada Secures Innovative £3.5m Deal With HomePride
Granada has secured a ground breaking £3.5 million deal with HomePride to sponsor a range of high-profile programmes on ITV1.
The initial six month deal covers a number of programmes including The Bill, This Morning and Trisha. It represents the first time that a company has sponsored more than programme at the same time and is intended to communicate the HomePride brand to over 80% of the UK population.
The sponsorship will begin on 14 May and will feature the Oven Pride and Carpet Pride brands. As part of the deal, Granada will work closely with the sponsor’s retailers to help them prepare for the sales impact of the campaign, which also includes, press, radio and branded roadshow activity.
Commenting on the initiative, Granada director, Martin Lowde, said: “It is usually the customer who suffers when there is a lack of understanding between suppliers, retailers, broadcasters and advertisers. We are taking a unique pro-active role alongside HomePride to ensure the campaign works at all levels.”
Matt Stockdale, managing director of HomePride, added: “For the first time in commercial history, we will be operating an open book policy with Granada that will enable us both to work very closely on the effects this type of sponsorship has on the retail environment.”
Granada has secured a number of high profile sponsorship deals over the last few months, culminating in the signing of Nestlé as the record £6 million sponsor of the next series of Pop Idol (see ITV Secures Nestlé As Record £6m Sponsor Of Pop Idol).
A recent study from the ITC and the BSC confirmed the increasing prominence of sponsorship and promotions, with public awareness of this type of marketing increasing by 5% during 2002 (see Feature: Attitudes Towards TV Advertising Hold Firm).
Granada: 020 7620 1620 www.granadaenterprises.com
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