Homebase and UKTV Gold launch Christmas collaboration
Homebase and UKTV channel Gold have launched a marketing partnership for the Christmas period.
Gold branded Christmas crackers will be given away in Homebase stores throughout November to customers spending £30 or more. Each cracker promotes Gold’s Christmas programming throughout December and contains a hat, a joke and a scratch card, with 100 Amazon Kindle Fire tablets on offer as prizes. The partnership is being promoted via POS in all Homebase stores, on its website and in all pre-Christmas communications including DM, e-newsletters and social media channels.
Gold will feature Homebase on-air via a competition slide pointing viewers to enter online. Homebase has provided 25 prizes with one to be given away every day from 1 December to Christmas Day. The competition will be supported via Gold's communication channels including online, e-newsletters and social media.
Gold's brand manager Ruedilyn Schwegler commented: "Christmas is a key season for the channel when the whole family come together to enjoy Britain’s best loved comedy. Working with Homebase allows us to promote Gold's Christmas programming to a mass audience in a fun and engaging way.”
Lorraine White-Read, head of strategic partnerships for Homebase, said: "This partnership not only gives us great exposure, it will bring a real sense of fun in-store throughout the run-up to Christmas."
The marketing collaboration was created and implemented by partnership experts, Mediator.
Harriet Lewis, account director at Mediator, commented: “By working together, UKTV and Homebase have strengthened and maximised their communication channels to a relevant and engaged audience during the busy festive period.”
Mediator’s clients include Zipcar, Arla Foods and Alton Towers Resort.
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