Emmerdale gets its first product placement from Welcome to Yorkshire
Emmerdale is to feature product placement for the first time in its near 40-year history after the ITV soap's bosses agreed a deal with Welcome to Yorkshire.
The tourist board's leaflets, stickers and posters will be seen on screen in 'contextually relevant places' around Emmerdale village from tomorrow (3 July) until the New Year.
The deal was negotiated by media agency Carat on Welcome to Yorkshire's behalf.
Gary Verity, chief executive of Welcome to Yorkshire, said: "We are always looking for new ways to promote Yorkshire and working with one of the most successful soaps on television, which is set in Yorkshire, is an obvious partnership.
"With an average audience of over 7 million viewers watching each episode, this is a great way to promote Yorkshire as a perfect holiday destination.”
Last November fellow ITV soap Coronation Street became the UK's first prime time television show to include product placement after installing a Nationwide branded cash machine in its corner shop.