Car brand Seat UK is developing advertiser-funded television programming, focusing on its Leon Cupra model.
The company is in negotiations with terrestrial broadcasters about funded programming for next summer’s racing season. Seat UK head of marketing Mark McKenna is overseeing the project, designed to support Seat’s marketing activity next year.
Bates Widescreen, the arm of Bates which develops TV properties for clients, has been appointed as broadcast consultants to the Volkswagen-owned Seat division.
McKenna says: “I am very excited about moving into this area of ad-funded programming, which we believe has great potential to help us achieve our brand strategy objectives.”
He adds that Seat will run a 20-car single session championship at six circuits across the country. The championship will focus on developing younger driver talent and positioning Seat as a sports car brand.
Bates Widescreen developed the Real DIY Show for B&Q in March 2000, in a £1m deal with Granada Media. It has also created regional television programming for the National Canine Defence League.
Recently, Audi head of marketing Rawdon Glover was appointed head of operations at Seat, in a switch with Gary Savage, who takes Glover’s old role as Audi head of marketing (MW October 10).