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.