Dorling Kindersley is to sponsor ITV’s top-rating holiday show Wish
You Were Here ...? in a deal worth at least pounds 1m.
The sponsorship begins next week, runs for 26 weeks and will showcase
DK’s Travel Guides.
Wish You Were Here ...? was launched in 1974 and is the longest-running
holiday programme on TV, regularly attracting audiences of more than
Collette Nugent, group head of marketing at Dorling Kindersley, said:
’This is a major investment for us, but one which we know will increase
the profile of DK Travel Guides to a core travel market. We are
committed to growing this business and the sponsorship is the next step
in our strategy to build the DK brand.’
The deal was put together by Andy Thompson, head of sponsorship at
Carlton, on behalf of ITV, and Jo Sanders, director of public relations
at Dorling Kindersley.