To support its sponsorship of ITV London Weekday Weather, Virgin Holidays has worked with M&C Saatchi to create a series of idents.
The creative is the first from M&C Saatchi since winning the Virgin Holidays account in September 2012; the campaign aims to encourage the audience to leave behind the UK’s drab and uninspiring winter weather for sunnier climes.
Andrew Shelton, marketing director at Virgin Holidays, commented: “Now the clocks have gone back and the full force of winter is upon the British public, we wanted to take the opportunity to remind them that somewhere the sun will be shining. It’s the first time we’ve undertaken this kind of sponsorship and we’re sure that these affectionate portraits of the local weather from Bridgetown to Bangkok will put a smile on viewers’ faces.”
The work comprises of six idents each of which representing one of Virgin Holidays destinations – USA, Dubai, Thailand, Mexico, Japan and Barbados – in each a different weather presenter gives a fun, tongue-in-cheek forecast from around the world.
The deal, secured by media planning and buying agency Manning Gottlieb OMD, sees the idents airing five times a day Monday to Thursday, and three times a day on Friday’s for three months. The sponsorship will also be supported by social media activity across YouTube, Facebook and Twitter.
Speaking of the idents, Elspeth Lynn, executive creative director at M&C Saatchi, said: “By using the ITV sponsorship to our advantage we demonstrate the obvious in a (hopefully) very funny way - compared to the usually awful weather in the UK, Virgin Holidays will absolutely take you somewhere much hotter.”
Sponsorship sales manager at ITV, Ryan Gardiner, added: “ITV is delighted that Virgin Holidays is coming on board to sponsor the ITV London Weekday Weather and we look forward to working with them on this exciting partnership.”