Pensions and investment company Royal London has inked a six-month sponsorship deal with ITV London Weekday Weather featuring brand champion Roy.
The idents, created by VCCP and launched today (2 June) will air four times a day throughout the week to push Royal London's brand values of honesty and loyalty.
In addition the company has renewed its partnership with Channel 5 and will reprise its sponsorship of the One-Day International highlights. The idents for the sporting event combine Royal London's brand values with two quintessentially British pastimes; cricket and discussing the weather.
Emma Hill, group head of brand and sponsorship for Royal London, said: “With the continued aim of raising the profile of Royal London we are using these idents to highlight our values of the past but with a refreshingly contemporary and entertaining tone. The idents are supported by additional online adverting with ITV and Channel 5.”
The idents launch on 9 June, and will run through the New Zealand and Australia ODI Series.