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
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.’