Carlton Digital Sales has secured a series of sponsorship deals for
the coming months in a move to build client trust of digital channels
and to promote ONdigital.
Merlin, one of the UK’s biggest leisure companies and owners of the
London Dungeon, will sponsor Carlton’s ’Home and Alone’ Halloween
weekend, to be screened on ONdigital’s Carlton Screen Channel.
Although Merlin’s traditional ad route is via London Underground
campaigns, the company has invested in an additional advertising budget
to sponsor Carlton’s digital movie channel.
The advertising operation will give Merlin a national presence and the
campaign will include horror film screenings, events on ONdigital’s
Carlton Cinema channel, onscreen competitions and a promotional party
for the digital sales house and agencies to be held at the London
Merlin’s London Dungeon logos will appear in and around the films to be
screened over the ’Home and Alone’ weekend line-up for three nights.
Horror movies like The Fly, An American Werewolf in London, The Ghost
Breakers and other Hammer classics will be screened over the
The airtime advertising for Merlin will also be reinforced by the
broadcast of a competition, with a motorbike prize provided by Piaggio,
the creator of the Vespa. A digital reel is being shown to Time Life,
Coca-Cola and Tesco to chase spot advertising for the weekend.
’The deal indicates clients’ growing trust in digital channels as a
viable medium on which to advertise,’ Adrian Coxon, media buyer for
’MediaVest was impressed with Carlton who created a perfect synergy
between the London Dungeon and the channel. It shows willingness on
behalf of the digital sales house to create a big opportunity for our
’Although it’s early days in terms of the digital marketplace, this deal
bodes well for the future, if advertisers are already investing in the
medium,’ he added.
As a first time advertiser on a digital channel, and with little history
of television advertising, Merlin spent less than pounds 10,000 on the
’It’s not such a huge spend now, but these sponsorship deals will be
worth a lot of money in the near future,’ said Mark Mauston, account
manager at Carlton Digital.
Carlton Digital Sales are also working on a sponsor-ship deal with the
British Film Institute, scheduled to air over Christmas.
The channel will screen selections from the BFI’s recently published
list of the top 100 British films of the 20th Century.