UKTV has signed a partnership with retailer Ted Baker as part of the push behind the launch of the Blighty channel.
UKTV People was relaunched as Blighty on Tuesday (February 17) and its partnership with Ted Baker is the first the clothes retailer has signed with another brand.
The deal sees Blighty receive prominent exposure in the windows and stores of 20 Ted Baker stores nationwide. The stores now feature moving Blighty window displays and there are 50,000 co-branded information leaflets in-store. There are also channel-branded umbrellas handed to Ted Baker customers who spend more than £100 and branding on all till receipts.
The retailer is to send a solus mail out to 100,000 of its customers and four subsequent weekly e-newsletters to Ted Baker subscribers.
The deal was negotiated between partnership marketing agency Mediator, UKTV factual marketing manager Sara Holt and Ted Baker brand communication director Craig Smith and marketing manager Gail Dobinson.
Blighty’s remit is to celebrate the complexity and contradictory and quirky elements of modern Britain. The marketing is supported by the strapline “One nation under a channel” and the channel will target couples in their 30s and 40s.