Yellow Pages is to sponsor ITV reality show The Block, in which couples compete to increase the value of their property by making over their flats.
The show, which was a huge hit in Australia, is due to go on air from Tuesday, August 3, on ITV1 and ITV2.
The sponsorship was negotiated by Drum PHD and the Allmond Partnership, on behalf of Yellow Pages and ITV Sales. Sponsorship bumpers have been created by Abbott Mead Vickers.BBDO. The package includes broadcasts on ITV1 and ITV2, online sponsorship and various off-air marketing initiatives.
The Block features four very different couples who move into a block of flats and are each given &£25,000 to spend on increasing the value of their property. The couples will be renovating their flats under 24-hour TV surveillance and competing with their new neighbours to see which couple can add the most value to their “home”.
John Hayward, head of consumer communications at Yell, publisher of Yellow Pages, says: “The affinity between The Block and Yellow Pages gives us the perfect platform to reinforce our position as the UK’s definitive source of goods, services and all things DIY.”