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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here