Turner Classic Movies has signed up Shell for a first-time
sponsorship and promotions deal.
Shell will sponsor Drive-In, a selection of classic movies being
broadcast on TCM on 22 April to coincide with the weekend of the British
A host of classic car films will be screened, including Viva Las Vegas,
The Yellow Rolls Royce and Corvette Summer.
TCM is also running an on-air competition where contestants can win a
classic car, DVD player or TCM videos.
The competition will be supported by a Shell-branded six-sheet poster
campaign that will include in-store posters and leaflets.
Media planning and buying was handled inhouse by TCM and Shell, while
the creative was produced by the agency Kid’s Connection.
Dee Forbes, sales director at Turner Entertainment Network, said: ’This
promotion is a great example of how Turner is working with partners to
create bespoke promotions. As strong content owners, we have been able
to develop the poster promotion and programming to exactly match Shell’s
requirements and link it to motor sports.’
Turner Classic Movies is a digital-only channel. It is part of Turner
Entertainment Networks and is owned by Turner Broadcasting System