Volkswagen’s commercial vehicles division has signed a deal with Channel 4 to sponsor the broadcaster’s new ‘Adventure on 4’ programming strand.
The 12-month deal, the division’s first broadcast sponsorship, starts on April 9 with “Around the World in 80 Trades’. Other programmes in the ‘Adventure on 4’ series include ‘Deadliest Catch’, ‘Daredevils’, and ‘Into the Wild’
The package includes sponsorship bumpers to run before and after each programme and it will be supported by branded promotional trails. The bumpers will focus on Volkswagen’s Caddy, Transporter and Crafter vans and use the closing strapline “A solid investment whatever your trade. Volkswagen Commercial Vehicles. Let’s Go To Work”.
Digital activity includes pre-roll and mid-roll sponsorship bumpers played during every stream on C4’s online video-on-demand service 4OD.
The deal was brokered by Volkswagen media agency Mediacom.
Steve Reynolds, head of marketing for Volkswagen commercial vehicles, says the TV activity is an important part of its 2009 marketing strategy and will run in conjunction with a Ray Winstone-voiced radio campaign.
Last month, Volkswagen appointed Iris to handle the integrated marketing account for its commercial marketing business.