Dorling Kindersley to sponsor series of Wish You Were Here
By RACHEL MINTER, campaignlive.co.uk, Monday, 15 November 1999 12:00AM
Dorling Kindersley is set to sponsor the entire run of ITV’s top rating holiday series, Wish You Were Here.
Dorling Kindersley is set to sponsor the entire run of ITV’s top
rating holiday series, Wish You Were Here.
The deal, worth at least pounds 1 million, will run from 15 November for
26 weeks. The on-air sponsorship will showcase Dorling Kindersley’s
glossy travel guide range, The Eye Witness Travel Guides. The campaign
will adopt the traditional on-air sponsorship format, a 15-second
opening with five seconds during the breaks and a 10-second closing
Collette Nugent, group head of marketing at Dorling Kindersley, said:
’This is a major investment for Dorling Kindersley but one which will
increase the profile of DK travel guides to a core travel market. We
hope that this will be the first of many sponsorship deals to help build
the Dorling Kindersley brand.’
The sponsorship deal was negotiated by Andy Thompson, head of
sponsorship at Carlton, and Jo Sanders, director of public relations at
The creative for the credits were designed by Carlton.
With its regular audience of 8 million, Wish You Were Here launched in
1974 and is television’s longest running holiday programme. Taking over
from Anthea Turner, the new series will be hosted by Mary
The deal marks the publisher’s second television sponsorship deal.
Earlier this year it became the first book publisher to sponsor a TV
show in the UK, when it sponsored ITV’s biggest pre-school commission,
Thompson said: ’Dorling Kindersley has chosen broadcast sponsorship on
ITV as a means of raising awareness of a core brand among their target
audience. Wish You Were Here and DK Travel combine great travel ideas
and practical travel advice.’
This article was first published on campaignlive.co.uk
- Senior Digital Designer Twist Recruitment £35000 - £42000 per annum + benefits, City of London
- Midweight Team become £25-38K, Central London
- Senior Product Manager Ball & Hoolahan £Competitive Salary, London
- Senior Brand Manager - Beauty Ball & Hoolahan £46,000 + Car/Car Allowance, London
- Senior Brand Manager Ball & Hoolahan £45,000 + Car/Car Allowance, London
- Google becomes major UK advertiser after boosting spend by 50% in 2013
- Unilever pilots multi-brand advertising with YouTube beauty channel
- Sorrell says Publicis / Omnicom's 'merger of equals' is 'impossible'
- Gatwick rolls out 'guess the X-ray' competition
- Dove launches first cinema campaign with 'real beauty' sequel
- iProspect appoints chief media officer among four senior hires