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.



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