First Choice to sponsor local weather

ITV sales houses Carlton and Laser have teamed up to sell sponsorship for local weather forecasts in three of their four TV regions.

First Choice Holidays is to sponsor 51 weather reports per week on Carlton Tele vision, London Weekend and Granada. The sponsorship begins on July 31 and initially runs for a year.

The deal includes First Choice’s sponsorship of The Weather Update – a premium-rate telephone weather line on Carlton and LWT.

It was negotiated on behalf of First Choice by Total Communications Partnership.

“First Choice is a relatively new brand name,” says Peter Phillipson, group commercial director at First Choice. “And the weather sponsorship is a cost-effective mechanism that will help to keep our brands front-of-mind, all year round.”

The First Choice deal replaces the 3m network-wide sponsorship of local weather reports by Legal & General, which ended last December after three years.

An attempt to sign up Mller Dairy to a similar network deal failed at the last moment in March. Each TV region has been signing its own deals since.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here