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P&O Cruises revealed as the latest sponsor of Downton Abbey, with creative by The Walker Agency


By The Drum Team, Editorial

August 16, 2012 | 2 min read

ITV Commercial has announced that P&O Cruises has replaced Aviva to become the sponsor of popular drama, Downton Abbey.

The £2 million, fully integrated sponsorship package was negotiated by ITV Commercial and Vizeum on behalf of P&O Cruises and has included broadcast, online and mobile elements.

The idents, produced by The Walker Agency, will feature the strapline “Discovering a different world, I can’t wait…”

The Walker Agency has picked up the advertising account for P&O, estimated to be worth around £8m, following an approach through the Recommended Agency Register.

The most recent series of the war-time drama averaged a 38% share of TV audiences, and was the most watched show on Christmas Day 2011. If the past two series are anything to go by, this will give P&O Cruises a potential audience of around 11.6 million.

Mike Barrett, account sales manager, ITV said: "It is with great pleasure that we are able to announce that P&O Cruises will be the new sponsor of this drama phenomenon, and we look forward to working with them to deliver an engaging multi-platform partnership for the coming series."

P&O Cruises managing director Carol Marlow also commented on the sponsorship deal: “We are delighted to sponsor the third series of Downton Abbey. We know that many of our passengers and potential passengers watch Downton Abbey and we are excited to bring our brand to life for this vast audience.”

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