Dove targets female movie fans with ITV sponsorship

ITV has secured a sponsorship deal with the Elida-Faberge brand Dove.

ITV has secured a sponsorship deal with the Elida-Faberge brand

Dove.



The deal will cost Dove pounds 500,000 and was negotiated by Carlton’s

head of sponsorship Andy Thompson, on behalf of ITV, and Debbie Fryett

of MGA Broadcasting, on behalf of Dove.



The creative is being handled by Ogilvy & Mather, Dove’s advertising

agency.



The toiletries brand is sponsoring a series of nine films on Saturday

evenings, which kicked off last Saturday with Sleepless in Seattle. This

will be followed by the The Pelican Brief, When a Man Loves a Woman,

While You Were Sleeping, The Age of Innocence, Hannah and her Sisters,

Married to the Mob, Angie and Born Yesterday.



Thompson said: ’It’s great to see another Unilever brand supporting

sponsorship on ITV. The showcase offers the perfect place to increase

awareness and enhance Dove’s image with its target audience.’



The deal is part of a growing trend for brands to sponsor themed films

and programmes, and will be backed up by magazine advertising and online

activities. Dove is to sponsor the film section in TV Times and a

competition offering TV Times readers health spa breaks as prizes.



Malcolm Grant, chief executive of MGA, said: ’Dove was looking for a way

of communicating to a predominantly female audience in an entertaining

yet personal way. The ITV film showcase features female icons and is the

perfect vehicle for reaching this key market.’



A Dove spokesperson said: ’Dove has an extremely loyal following and the

brand has a commitment to facilitate and endorse quality time for

women.’



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