Yorkshire tourism board Welcome to Yorkshire is to run a nine week sponsorship of ITV’s long-running series Heartbeat.
Set in Sixties’ Yorkshire, Heartbeat has been running since 1992, sitting within the broadcaster’s top five performing shows.
The deal will also include a six week sponsorship of spin-off hospital drama The Royal, which is set to return to ITV this summer.
Welcome to Yorkshire will run ads, as well as interactive, online and mobile activity, all boasting the strap line “Welcome to Yorkshire”.
The deals were negotiated by David Croft, director of regional sales at ITV Commercial.
Welcome to Yorkshire’s chief executive Gary Verity said, “We have chosen Heartbeat and The Royal because they are much loved iconic programmes.”
The sponsorship credits will be produced by McCann Erickson Manchester.