Opel, General Motors’ European subsidary, has struck a deal with MTV Europe which will result in the production of 2,000 limited edition MTV Summertime Tigra cars.
The licensing arrangement is part of an integrated package to support Opel’s sponsorship of MTV’s summer programming. It is the first time this type of deal has been secured for an entire MTV programme season.
The package was put together by McCann-Erickson and breaks with the launch of on-air sponsorship on July 31.
News of the deal coincides with a restructure of MTV’s sales and marketing department under vice-president, sales and marketing Boris Kaz. Earlier this year, Kaz replaced Frank Brown who moved to Singapore as head of South-east Asia networks.
MTV is working to position itself as a lifestyle, rather than simply a youth channel. “By offering more than music – with fashion, lifestyle, sport and social awareness too – we can give advertisers the full lifestyle target they’re after,” adds Kaz.