Panasonic has signed a £500,000 deal with ITV to sponsor a number of programmes over the Christmas week. From 21-27 December Panasonic will be linked to three or four programmes per day.
The deal was negotiated by Andy Thompson, deputy head of sponsorship at Carlton on behalf of ITV Sponsorship and Andy Jones, director of television at Universal McCann on behalf of Panasonic.
Thompson commented: “Sponsorship of this type is a growing product within ITV and we are discussing with a number of companies the possibilities of their sponsoring such events as Halloween, Valentine’s Day and Mother’s Day.”
McCann-Erickson produced the creative work, filming six sequences which make wry observations of the same family over the Christmas holiday. Each will refer to Panasonic’s portfolio, including audio systems, camcorders, TVs and mobile phones.
A list of the programmes which are to be sponsored will be available at the end of the week.
ITV c/o Lowe Bell Good Relations: 0171 631 3434
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