Mini signs up to ITV’s Jonathan Ross show

ITV’s new chat show The Jonathan Ross Show will be sponsored by Mini when it launches on ITV1 next month.

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Mini’s marketing focus is on its latest model, the Mini Coupé. It has launched a raft of marketing activity in recent weeks, including a digital ’Mini Lunatics’ campaign. It will be the key sponsor of the eight week series and the sponsorship package embraces broadcast idents and a presence online and on mobile.

A spokesperson for Mini says: “As a British icon Mini is delighted to be so closely associated with another British icon, Jonathan Ross.”

Ross signed with ITV after negotiations with a number of broadcasters following his exit from the BBC in 2010 when his contract ended. He left under a cloud following the “Sachsgate” scandal of 2008.

The sponsorship idents are being developed by WCRS and the deal was brokered by ITV Commercial and Mini’s agency Vizeum.

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