The show starts transmitting at the end of September and as part of the six-figure deal, Warner Leisure Hotels will receive sponsorship credits, plus branding and promotional opportunities online at ITV.com.
The sponsorship will allow Warner Leisure to target the programme’s audience of “upmarket, mature housewives”. It will be supported by TV airtime, newspaper and direct marketing activity.
The company has previously sponsored ITV primetime dramas, The Palace and Harley Street, both of which aired on ITV1 in 2008. The new partnership will be supported by TV airtime, newspaper and direct marketing activity and was negotiated between, Sam McCormick, TV manager at Arena BLM and Josie Talbot, sponsorship manager at ITV.
The Alan Titchmarsh how broadcasts Monday to Friday and was first aired in September 2007.
Warner Leisure Hotels operates thirteen properties, which includes six historic hotels, and is exclusively for adults.
Chris Armond, Arena BLM business director, said: “TV sponsorship has been one of the big successes across the last two years for Warner Leisure Hotels and has generated huge spikes in sales, brochure requests and brand awareness. The Alan Titchmarsh Show is bang on targeting for Warner’s heartland consumer and we are confident it will work as well, if not better than previous sponsorship activity.
Creative for the sponsorship is by Vanilla.