Volkswagen to sponsor Channel 4 shows

Volkswagens commercial vehicles division has signed a deal with Channel 4 to sponsor the broadcasters new Adventure on 4 programming strand.

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.

Recommended

Discount voucher firm in spat with Which?

Marketing Week

Online discount voucher company MyVoucherCodes has accused consumer watchdog Which? of bias after it criticised the discount voucher codes sector. Which’s research concluded price comparison sites sometimes offered better deals than voucher sites and the story was widely covered in the national press yesterday (26 March). The discount aggregator says the research is unreliable because […]

Commons committee seeks end of ‘greenwash’

Marketing Week

The Government must act to stamp out “greenwash” by enforcing a tough new environmental labelling system, a Commons committee recommended this week. The Environmental Audit Committee called for a “universal” labelling scheme similar “to those emerging for food products” to instil consumer confidence in environmental labelling. The report said the Government must “be prepared to […]

The Met Office seeks design agencies

Marketing Week

The Met Office, provider of the national weather service for the UK, is on the hunt for design agencies to work on the brand and support the Met Office Design Studio. The appointed agency or agencies will provide design and artworking for print and new media projects. The Met office provides a variety of services […]