The Sun is stumping up pounds 1 million of its own in tandem with
its sponsorship of ITV’s gameshow, Who Wants to be a Millionaire, which
kicks off on Friday.
Sun readers will receive game cards in their Friday newspaper for the
show, and one of the tickets will be an instant pounds 1 million win.
The newspaper will run a pounds 300,000 television advertising blitz
from Thursday afternoon until Friday publicising the cash giveaway.
Radio advertising worth pounds 100,000 will also run on Thursday and
Friday on national and regional stations to advertise the Sun’s cash
They will continue to run through next week.
The commercials feature Chris Tarrant, the programme’s host, showing off
the potential gains pounds 1 million could bring a Sun reader.
TBWA GGT Simons Palmer created the ads, which were written by Andy
Howarth and art directed by George Hepburn at the agency. Morgan
Hutchins at the Hutchins Film Company directed the 20-second ad.
Ellis Watson, marketing director for the Sun and News of the World,
said: ’It’s the biggest TV gameshow tie-in any brand has ever done.
We’ve done it through helping each other with cross-media promotion. It
will make a difference and sell volumes of newspapers because we are
speaking to ten million people.’
The beginning, end and break bumper credits feature families preparing
to win their fortune on Who Wants to be a Millionaire, with a voiceover
saying: ’There’s a million pounds up for grabs tonight - who wants to be
a millionaire with the Sun?’ The sponsorship credits were created by
The quiz show, which has been heavily promoted by ITV, forms part of the
broadcaster’s plan to appeal to a younger, more upmarket audience
without undermining its mass appeal.
The show is to be shown on ten consecutive nights and is intended to
outshine the BBC’s National Lottery Big Ticket show, where winnings are
limited to pounds 100,000 cash.