Emmerdale and Yorkshire strike product placement deal

ITV’s long-running soap Emmerdale is to house its first paid-for product placement after striking a deal with tourism board Welcome to Yorkshire.

Emmerdale

Welcome to Yorkshire marketing assets including posters, stickers and leaflets will feature in “contextually relevant” places around Emmerdale village – such as the local pub (pictured) – from 3 July until the new year.

The tourism body says it chose Emmerdale, which is set in Yorkshire, because the programme was a “great brand fit” and attracts an average audience of more than 7 million viewers per episode.

Financial details of the deal, negotiated by Carat, were not disclosed.

Fellow ITV1 soap Coronation Street also has a long-term product placement deal currently running. A Nationwide ATM has been placed in the character Dev’s shop since October, which ITV says has resulted in a spike in brand awareness for the building society.

Latest from Marketing Week

Marketoonist on whack-an-idea

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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 3711 or email subscriptions@marketingweek.com

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