Vax in seven-figure C4 sponsorship deal

Vax, the floor care brand, has signed a seven-figure sponsorship deal with Channel 4, for which it has created idents starring Miranda Hart.

The idents were created by The Brooklyn Brothers and promote a range of the company's products. It is Vax’s biggest TV sponsorship.

The films will be placed around One Born Every Minute, and One Born Every Minute: The Dads, a spin-off show featuring new dads on Shorts, Channel 4’s digital platform.

The sponsorship also extends to UKTV’s Dream Homes strand which includes Escape to the Country, A Place In The Sun: Home or Away, Celebrity Fantasy Homes and First Homes.

The idents were directed by David Dao through Riff Raff, and will run from 5 March until the end of February next year.

Liz Cope, the vice president for global marketing at Vax, said: "This partnership with Channel 4 gives us a perfect opportunity to introduce even more UK families to our unique range of vacuums, carpet washers, steam cleaners and pressure washers.

"And with Miranda Hart’s vocal talents bringing a breath of fresh air to our advertising, we’re confident this campaign will prove to be our most successful yet."

The one-year deal was struck by Jane Hector-Jones, the partnerships and digital manager at Channel 4 Sales, and Charlotte Dearsley, the associate director for broadcast investment at MediaCom Manchester.

Dearsley said: "This is a fantastic partnership for both brand and broadcaster, demonstrating how sponsorship can be utilised to promote both brand messaging combined with a more tactical, product-led, contextual approach.

"As well as ensuring Vax reaches a key target audience through a strong TV presence, the deal will also increase this relationship for the brand by engaging viewers watching 4oD and online original Shorts content."


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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).