Renault unveils ad-funded show

Renault is supporting the latest version of its Scenic model with its first foray into advertiser-funded programming, part of a cross-media sponsorship deal involving UKTV and BBC Magazines.

The £500,000-plus deal, created by Carat Sponsorship, brings together the two related media owners - UKTV is 50% owned by the BBC - for the first time. Completing the BBC link, the series of 16 short films, which will air on UKTV, have been produced for Renault by BBC Broadcast.

The programming, set to air from October 6, will comprise 16 vignettes, entitled 'Scenic Days Out', featuring locations around the UK that offer viewers a great day out. The locations will be tailored to the interests of individual UKTV channels and their audiences.

UK Gold will feature locations used in famous films; UK Style will focus on gardens and the interiors of landmark British buildings; and UK History will examine the historical background to some of the UK's most famous sites.

BBC Broadcast is also producing Renault's sponsorship credits, which will be integrated into the programming.

The Renault Scenic will be incorporated into a separate version of the films, which will be shown in Renault dealerships and other promotions.

The sponsorship deal with BBC Magazines involves a 36-page A5 magazine, linked directly to the TV promotion, which will be inserted into 1.4 million copies of Radio Times, BBC History and BBC Good Homes. It will showcase the sites featured in the films in more detail, providing picnic ideas and other travel advice.


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