ADVERTISING & PROMOTION: Airtours takes a trip with ‘Wish You Were Here’

Tour operator Airtours has signed a sponsorship deal with ITV’s holiday show Wish You Were Here, in a move that is believed to give Airtours access to the names of viewers who write to the show for information.

Tour operator Airtours has signed a sponsorship deal with ITV’s holiday

show Wish You Were Here, in a move that is believed to give Airtours

access to the names of viewers who write to the show for information.



Airtours has signed up alongside SEAT, the show’s overall sponsor, to

replace Teletext as sponsor of the Wish You Were Here Factsheet. The

factsheet is available to all viewers and contains details of the

holidays featured on the show. The deal also gives Airtours a 15-second

on-air mention during the programme.



The sponsorship is expected for form an integral part of Airtours’ 1997

marketing strategy, which will position the company as ‘The

Holidaymaker’.



This sits well alongside sister company Going Places’ new positioning as

the holiday matchmaker, which will be reinforced by Going Places’

sponsorship of Blind Date.



‘It is the ideal positioning for us as the holidaymakers,’ says

marketing director Richard Carrick. ‘And at same time we can start

building up a communication with people who respond to the programme and

send in for the factsheet.’



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