Coronation Street tie-in deal agreed with Ideal Home Show

A brand partnership between the Ideal Home Show and Coronation Street has been announced, which will allow organisers of the show to user the programme’s branding and set design.

The Ideal Home Show will incorporate the branding and artwork from Coronation Street within its Homes section of the event, while brand on product, retail, outdoor and multiplatform marketing channels will also be utilised, as well as marketing and PR event promotion, running until March.

An experiential feature will also aim to engage with the visiting public, using the Coronation Street brand.

Fans of the programme will also be offered the chance to win tickets to the show, through joint website promotions with Harveys the Furniture Store, which sponsors Coronation Street, while cast members will also make guest appearances.

Rob Nathan, marketing director of the Ideal Home Show organisers Media 10, commented: “The Ideal Home Show and Coronation Street are both brilliant British Brands that have been entertaining consumers for decades, and both hold a unique place in the hearts of the British public.

“People love the TV show and they love the homes they watch it in just as much, so it made sense to work together to create something unique and exciting that our visitors can relate to.

“We are very excited to be working with Coronation Street and are looking forward to producing some exciting content for our consumers that allows them to interact with the brand first hand, at this year’s show," continued Nathan.

Corine Pouvreau Miles, director of promotions at ITV Studios Global Entertainment, added: “This is the perfect pairing of the nation's favourite brands, through what will be a highly visible and compelling promotional partnership.”

A stand selling Coronation Street merchandise, as well as a series of fundraising activities to raise awareness and fund for the Coronation Street 50th Anniversary appeal will also be available.

Search The Drum Jobs

Explore the best jobs in Marketing and Media industries
View all open jobs