Debenhams to sponsor Neighbours
High-street retailer Debenhams has signed up to sponsor Aussie soap Neighbours throughout 2011 on Channel Five.
Beginning today, the deal will see specially commission idents by JWT, sit on either side of the commercial break during the programme, as well as directly afterwards.
Negotiated by Carat, the deal will include the Debenhams logo, with click through to its websites featuring on Channel Five’s website, and its dedicated soap website, in addition to branding appearing in the on-air trailers.
The short films will feature a British style version of the soap, with each character wearing clothing from Debenhams.
Debenhams TV will also showcase each short film, linking its to a dedicated Neighbours web page on the Debenhams website, allows customers to shop for the items they have spotted, while cast members from Neighbours will also be given the option of wearing clothing from the retailer during promotional trips to the UK.
This will be supported by a social media campaign, which will run across Facebook, Twitter, YouTube, Debenhams TV and blogs.
The partnership will be backed by a full social media campaign including Facebook, Twitter, You Tube, Debenhams TV and blogs.
Jane Exon, head of marketing operations for Debenhams, commented: “The partnership makes perfect sense for Debenhams. Neighbours is a exciting, longstanding, family-friendly programme and very popular with our customers.”
Greg Barnett, commissioning editor for Entertainment, Daytime and Soaps for Channel 5, said, “In the last year Neighbours has gone from strength to strength celebrating 25 years and 6000 episodes and subsequently its audience has grown. It’s a fantastic family-focused daily drama which UK viewers hold close to their hearts. We’re delighted to be working with such a big family brand as Debenhams. The partnership will offer fans some amazing opportunities in 2011 so keep watching.”