The Post Office is set to sponsor ITV flagship travel show Wish You
Were Here ...? as it moves to establish itself in areas outside its core
The deal marks the Post Office’s first ever prime-time TV sponsorship
and will commence with the opening of the programme’s 2001 series next
January. The pounds 1m tie-up is part of a pounds 12m budget handed to
brand consultants Marketplace for next year, aimed at developing
different revenue streams for the Post Office.
Post Office branding will feature in ten- and 15-second spots before and
during the Pearson Television-produced programme. Previous Wish You Were
Here ...? sponsors have been car-maker Seat and Dorling Kindersley.
The deal, which was agreed last week through media agency Carat, will
form an integral part of the Post Office’s strategy of repositioning as
a branded service provider in the travel arena. It already offers
branded travel insurance and currency ex-change services through Aon
Insurance and Bank of Ireland, and wants to sign further deals in the
Marketplace will seek to exploit the Post Office name through other
product- and brand-led initiatives.
Its appointment comes as the Post Office battles against sliding profits
and speculation about the future of its 18,500-strong network.
Deborah Maxwell, the Post Office’s head of marketing, said the new
Universal Bank, which will allow customers to bank through the network,
would be a key driver of its future. She added that the network will
also launch a branded bill payment and presentment package.
’The Universal Bank will focus on a smartcard product called The Clear,
which will give customers access to a range of facilities, including
direct debit,’ she said.