Vauxhall has signed up as the sponsor of the next three series of Next Top Model on Living TV. The General Motors-owned marque will use the deal to promote its Tigra model.
The Tigra marque will sponsor the Canadian version of the show, which starts next month, followed by the British version and the US show in September.
A new strapline – "Every street’s a catwalk" – will feature on the sponsorship idents and a Vauxhall spokes-man says: "Tigra drivers tend to be in their late twenties or early thirties, stylish and single. Fashion, and therefore what they drive, is important to them so this sponsorship is a good fit."
The Next Top Model sponsorship deal was negotiated by Vauxhall’s media buying agency ACT and Living’s sales house IDS.
Vauxhall, which launched the Tigra model three years ago in September, is rolling out its biggest digital push as part of the £70m pan-European launch campaign for the new Astra.
Last month, the company appointed Modem Media to develop a range of online advertising. It is ramping up its digital spend this year in response to increasing competition from rivals such as Volkswagen and Mazda, which are both overhauling their websites.
Earlier this year, Living TV dropped the "TV" from its name in a bid to make the channel more "male friendly" (MW February 15). The split between male and female viewers stands at about 45% and 55%. The channel’s other shows include Grey’s Anatomy and CSI.