IDS Secures Interactive Sponsorship Deal With Ambi-Pur
Interactive Digital Sales has secured an innovative six-figure deal with air-freshener brand Ambi-Pur to become the exclusive interactive sponsor on UKTV Style.
The deal marks the brand’s first foray into television sponsorship and runs for fifteen months across a range of daytime programmes including Changing Rooms, Real Rooms, House Doctor and Home Front.
The integrated package also includes an online competition with tips on how to create the perfect mood in your house. Ambi-Pur will run an on-pack promotion to promote the sponsorship, which will have an interactive element by the end of July, marking a first for UKTV.
The deal was negotiated by Andrew Corcoran at Alliance, ZenithOptimedia’s sponsorship division, and Andrew Baranowski from IDS, who said: “This is a strong association as housewives looking for inspiration for their home watch UKTV Style avidly, so the targeting for Ambi-Pur is spot on.”
A spokesman for Ambi-Pur, added: “Many people love to express their own personality through the décor and the style of their homes. UKTV Style brings people programmes with inspiration on how to make the best of their homes, so Ambi-Pur complements this perfectly.”
Earlier this month Interactive Digital Sales and Mediacom secured a deal that will see Swedish furniture giant IKEA fund a series of short interior design programmes due to be broadcast on UKTV. The series consists of ten two-minute episodes airing on UKTV Style and UKTV Bright Ideas (see UKTV Secures Ikea To Launch Advertiser-Funded Series).
The deal came just days before UKTV increased its commitment to the rapidly expanding area of advertiser-funded programming with the appointment of Claire Heys to the newly created role of head of commercial partnerships (see Flextech And UKTV Commit To Ad-Funded Programming).
IDS: 020 7693 8800 www.idigitalsales.co.uk
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