MEDIA: Direct Line ties with C4 property programmes

Direct Line has signed a year-long deal with Channel 4 to sponsor its 4Homes property strand as it seeks to boost awareness of its mortgage, loan and home emergency brands. The deal is believed to be worth in excess of £2m.

The sponsorship kicks off with Channel 4's Relocation Relocation on January 7 and includes home-related programming including: Grand Designs; Property Ladder; Location, Location, Location; and Selling Houses.

It is expected to include new property programmes such as The Chain, which documents the trials of moving house.

The programmes will air throughout the year on Tuesday and Wednesday evenings between 8pm and 9pm.

The deal includes sponsorship of the 4Homes web site and will be supported by an extensive consumer promotions campaign.

Direct Line is best known for motor insurance but, says group marketing director Jim Wallace, the 4Homes sponsorship will be used to promote the company's home-related products, including insurance, mortgages and Home Response 24, its new 24-hour home emergency service for heating, electrical and plumbing emergencies.

Idents by 4Creative, Channel 4's in-house creative agency, will feature Direct Line's trademark red phone next to a house in which each of the rooms represents a different product in the Direct Line portfolio. The red phone is portrayed as a means of resolving house-related problems, such as burglary.

Wallace added that the 4Homes sponsorship is a good fit with Direct Line customers who tend to be young and upmarket.

Before linking with Channel 4, Direct Line sponsored ITV's Better Homes for two years.

4Homes was previously sponsored by Npower, which chose not to renew the deal for 2004. The 4Homes sponsorship was negotiated on behalf of Direct Line by Chris Holdom at SponsorCom, the sponsorship arm of MediaCom, and by Rob Ramsey on behalf of Channel 4.

Direct Line is owned by Royal Bank of Scotland; it has been retained as the consumer-facing brand.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers