DK to back Wish You Were Here? with pounds 1m TV deal

Dorling Kindersley is to sponsor ITV’s top-rating holiday show Wish You Were Here ...? in a deal worth at least pounds 1m.

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

eight million.

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.


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