Post Office to back ITV travel show

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 postal business.

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

postal business.



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

near future.



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.



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