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.