MediaCom Manchester has announced a new sponsorship deal for furniture cover and reupholstery specialist, Plumbs, which will see the brand partner with flagship drama channel, ITV Encore. Commencing today, the agreement will see the introduction of Plumbs branding across all ITV Encore, ITV Encore HD and ITV Encore +1 programmes. Pre-, post- and mid-programme idents will carry Plumbs branding, with new creative developed by Active Pictures focussing on the range of covers products.
Maintaining a focus on direct response, driving website traffic and phone enquiries, Plumbs will also be looking to the sponsorship activity with ITV Encore to raise brand awareness with a key target market, driven by the channels’ ABC1 audience profile.
Paul Gibbon, group investment director at MediaCom, comments: “TV sponsorships are at their most effective when channel or network audiences are as closely aligned with a brand’s target market as possible, with the deal between Plumbs and ITV Encore representing an extremely strong synergy. The expanding opportunities in the field of TV sponsorships make this an area we’re always keen to explore for our clients and we’re pleased to be working with Plumbs to widen the scope and reach of their media strategy.”
Plumbs' Joanna Whitworth adds: “As a brand with a strong history and heritage, it’s crucial not to lose sight of how the media landscape is shifting around us and the different ways there now are of reaching our core audiences. Our deal with ITV Encore opens up a new channel of communication for us with a key demographic, helping to support our sales objectives while adding to our brand-building activity and we’re delighted to be partnering with such a strong drama channel.”
