New Carlton Sponsorship Deal Mixes Vodka With Reality-TV
Carlton has secured Dooley’s Vodka as the sponsor of ITV1’s new reality-TV show The Club.
Hosted by Donna Air and Matt Brown, The Club will see three celebrities attempt to manage a bar within a top London night club. Each celebrity will be helped by three members of the public, who will compete against each other to stay on the show. The celebrities will nominate one of their team to leave the show each week and viewers will vote to evict their chosen contestant.
The sponsorship includes a 15-second opening credit, six 5-second break bumpers and a 10-second closing credit on every weekly show on ITV1 and weekday show on ITV2. A range of off-air activity is also being planned to support the initial sponsorship, including an online and a SMS campaign.
The deal was negotiated on behalf of ITV by Joe Blake-Turner at Carlton Sponsorship, along with Charlie Dundas and Nicholas Langworthy at Mediacom.
Commenting on the deal, Blake-Turner said: “The Club promises to be the most interactive experiences on British Television this year, giving Dooley’s great relevance amongst their target audience, and more importantly, that important talked-about factor amongst youth consumers.”
Dundas added: “The Club seems bound to attract the immediate attention of the young adults that Dooley’s so want to reach. There could not be a better fit between the values of the brand and the values of the programme.”
There has been an increasing number of high profile sponsorship deals over the last few months. In January ITV secured 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) and more recently Granada signed Boddingtons as the £1 million sponsor of its new celebrity entertainment programme, Reborn In The USA (see Granada Is Reborn In The USA With Boddingtons).
Carlton: 020 7663 6363 www.carlton.com
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