The deal marks the first TV campaign for the brand in ten years as the company celebrates its 75th anniversary.
The campaign kicks off from Thursday 14 January. It comprises programme idents, web activity and promo branding across the channel, reaching around three million ABC1 adults.
The sponsorship deal is part of an ambitious marketing strategy for Calor in 2010 which will see a modernising and re-energising of the brand in a bid to target the estimated two million UK households who do not have access to mains gas. Calor has also recently appointed Sarah Haythornthwaite, formerly Superdrug’s head of marketing, as its new marketing manager.
Jon Tanner, sales and marketing director at Calor, says: “This year is a pivotal year for Calor as we celebrate our 75th anniversary. As well as embarking on our first TV campaign for ten years we’re also refreshing our PR strategy and other marketing communications to reflect the dynamic, progressive and innovative nature of the Calor brand.”
Kelly Williams, Five’s director of sales, adds: “We’re delighted to have been able to entice Calor Gas back to the broadcast arena. This sponsorship package is a perfect fit for both Calor and Five as Build a New Life in the Countryunderscores the company’s brand messages.”
Calor’s media agency is Mediacom and creative work is handled by Cogent Elliott.