Sun puts up pounds 1m gameshow prize

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.

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

bonanza.



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

Sponsorvision.



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.