Shine 360° and Mothercare announce One Born Every Minute partnership

Shine 360°, the Shine Group division responsible for the global management and commercialisation of the company’s non-broadcast rights, has announced an off-air partnership between Channel 4 series One Born Every Minute and baby retailer Mothercare.

Mothercare will use the association with the show for a marketing push

Developed and negotiated by Shine 360°’s Mark Rosenegk and Mothercare’s Mike Logue, the partnership will see the retailer leverage its association as an “official partner” of the show through a multi-channel marketing campaign, launching nationally on Thursday 17 January with windows and POS activity.

The campaign will also include health professionals and midwives taking part in weekly Twitter parties answering questions on a range of subjects. These sessions will then be rolled out across the parenting retailer’s in-store Baby & Me events. Mothercare has also launched a Facebook competition for fans to upload pictures relating to different parenting themes each week for seven weeks.

Director of brand partnerships at Shine 360°, Rosenegk, commented: “One Born Every Minute is one of the country’s most respected and trusted television brands. We are extremely excited to be working with Mothercare, a company that has been the first port of call for new mums and dads for over fifty years.”

Simon Dickson, managing director of Dragonfly Film and TV, who produce the series, described the partnership and “a great fit”, with Logue Mothercare UK's managing director, adding that the retailer was “delighted to partner with the UK's most well-known parenting TV series”.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.