Turner Classic Movies lures Shell into sponsorship deal

Turner Classic Movies has signed up Shell for a first-time sponsorship and promotions deal.

Turner Classic Movies has signed up Shell for a first-time

sponsorship and promotions deal.



Shell will sponsor Drive-In, a selection of classic movies being

broadcast on TCM on 22 April to coincide with the weekend of the British

Grand Prix.



A host of classic car films will be screened, including Viva Las Vegas,

The Yellow Rolls Royce and Corvette Summer.



TCM is also running an on-air competition where contestants can win a

classic car, DVD player or TCM videos.



The competition will be supported by a Shell-branded six-sheet poster

campaign that will include in-store posters and leaflets.



Media planning and buying was handled inhouse by TCM and Shell, while

the creative was produced by the agency Kid’s Connection.



Dee Forbes, sales director at Turner Entertainment Network, said: ’This

promotion is a great example of how Turner is working with partners to

create bespoke promotions. As strong content owners, we have been able

to develop the poster promotion and programming to exactly match Shell’s

requirements and link it to motor sports.’



Turner Classic Movies is a digital-only channel. It is part of Turner

Entertainment Networks and is owned by Turner Broadcasting System

Europe.