TV Travel Shop Sponsors ITV1’s New Year Programming

TV Travel Shop is to sponsor ITV1’s New Year’s Eve and New Year’s Day programming in a deal worth over £500,000.

The special seasonal showcase will see the TV Travel Shop sponsor all New Year programming, that is not already sponsored, from the start of transmission on ITV1 on Tuesday 31 December until night-time on Wednesday 1 January 2003.

The deal was done by Tim Brady, managing director of Zenith Alliance, while the creative work on the sponsorship is being handled by Mustoe Merriman Levy.

David Prosser, Carlton’s Director of Sponsorship, commented: “This unique showcase has the ability to communicate incredibly effectively at a time of year which is crucial to the holiday trade.”

Andrea Evans, marketing consultant at the TV Travel Shop, added: “We are delighted to be sponsoring the ITV1 New Year schedule. By associating ourselves with this fantastic programming event, we are able to make TV Travel Shop famous at a stroke. In many ways, the power and impact of this sponsorship deal is the UK equivalent of advertising in the Superbowl.”

However, it is highly unlikely that ITV’s new year programming will generate the same enthusiasm as America’s biggest sporting event. Last year’s figures showed that across all hours more people watched BBC1 than ITV1 (see BBC Claims Ratings Victory Over ITV). Both channels have now laid out their Christmas schedules, with ITV banking on a host of celebrity specials of established programmes to win over viewers (see ITV And BBC Gear Up For Christmas With Old Favourites).

ITV: 020 7843 8000 www.itv.com

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