Toyota to dominate New Year TV in sponsorship deal

Toyota has signed the biggest television sponsorship deal ever, an pounds 18 million package that attaches the motor company to most ITV programmes airing on New Year’s Eve and New Year’s Day for the next five years.

Toyota has signed the biggest television sponsorship deal ever, an

pounds 18 million package that attaches the motor company to most ITV

programmes airing on New Year’s Eve and New Year’s Day for the next five

years.



The deal should ensure that the first car promotion seen on British TV

in the new millennium will be for Toyota and it also covers all ITV

movie premieres for the next three years, as well as the disability

programme, Link, during 1998.



Negotiated by Saatchi & Saatchi, Toyota’s agency, the package will form

the centrepiece for the pounds 10 million launch of its family saloon,

the Avensis.



Saatchis is creating six sets of sponsorship films for the event, which

will run in sequence from 10.30am on 31 December to midnight on 1

January 1998 across all 19 available programmes on ITV.



This will be followed by a national TV, press and poster campaign for

the Avensis which will break on Friday 2 January.



John Hardie, marketing and commercial director at ITV, said: ’The Toyota

deal breaks new ground for ITV sponsorship. It signals another milestone

in the growth of sponsorship which has continued to grow at a rate of 20

per cent a year since 1989.’



Mike Moran, marketing director at Toyota, added: ’This is a fantastic

deal for Toyota and demonstrates our commitment to ITV and the UK

market.



It will give the Avensis maximum presence at launch and guarantee

maximum awareness for the Toyota brand in general over the next few

years.’



Saatchis’ sponsorship films will each reflect a different movie genre

such as comedy, romance and thriller. All will end with the line, ’the

car in front is a Toyota’, and are expected to run on around 40 films a

year.



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