Lancashire-based paint brand has confirmed a deal with ITV and FremantleMedia UK marking the brand’s first ever TV sponsorship in a move to engage the mass Saturday night audience
Hosted by Keith Lemon, Through the Keyhole will premiere this Saturday on ITV’s flagship channel in the coveted post-X Factor slot. The show sees Keith visiting the homes of the rich and famous and inviting celebrity panellists to guess the identity of the famous owner. Hosted by Capital Radio DJ Dave Berry, the series will feature Cilla Black, Jonathan Ross, Eamonn Holmes, Simon Gregson, Emma Bunton, Mollie King and more.
The sponsorship, negotiated by ITV Commercial, FremantleMedia UK and PHD in Manchester, will be supported by a host of strategic social media activity on the @CrownPaints channels. This activity will be devised and implemented by ad and PR agency BJL.
Idents, adapted from BJL’s advertising campaign, will run throughout the six-part series starting this weekend across broadcast, mobile and online platforms (excluding Scotland).
Sally Heppenstall, Crown Paints’ Marketing Manager, says: “We’re delighted to be sponsoring Through the Keyhole in our first ever TV sponsorship. It gives us an opportunity to bring our core brand messages to life in an entertaining and engaging way. How people decorate their homes is an expression of their personality and Crown is the brand that helps self-expression come to life – helping to create homes with ‘personality’.
Bhavit Chandrani, Group Sales Controller at ITV, says: “We are very excited for the return of Through The Keyhole on ITV and are delighted to welcome Crown Paints as the sponsor of the series. We look forward to working closely with the brand on this exciting partnership.”
Jayne Stephens, Head of Brand Partnerships, FremantleMedia UK, added: “Through the Keyhole is an exciting return to a classic programme and there are a lots of opportunities for Crown Paints to engage with their key audiences in really creative ways. We welcome them on board and look forward to a great run.”
The sponsorship will bolster Crown’s current ‘National Sample Giveaway’ campaign, where homeowners can claim three free Pure Paint Samples®, to help them choose the perfect colour for their home.
Notes to Editors:
Crown Paints, with headquarters in Darwen, Lancashire, has roots extending back nearly two centuries. Crown Paints is one of the UK’s largest and longest standing manufacturers of high quality paints and woodstains, as well as being a proud owner of the Royal Warrant from Her Majesty the Queen.
ABOUT FREMANTLEMEDIA UK
FremantleMedia UK is the UK production arm of FremantleMedia, the global production and content business of the RTL Group, Europe’s largest television and radio company. FremantleMedia UK, comprises of a group of labels, Talkback, Retort, Boundless, Thames and Newman Street, which produce some of the UK’s most successful shows. The labels are headed up by some of the UK’s leading creative talent including Dan Baldwin, Jon Rolph, Patrick Holland, Richard Holloway and Paul Marquess. Across the group the labels provide award winning programming for all major terrestrial, digital channels and digital outlets. With an unparalleled range of programming including: The X Factor, Britain’s Got Talent, Celebrity Juice, Take Me Out, Over The Rainbow, Blockbusters, The Apprentice, You’re Fired, Can’t Take It With You, Four Rooms, Grand Designs, Great British Railway Journeys, Never Mind The Buzzcocks, The IT Crowd, QI, The Rob Brydon Show, The Sinking of the Laconia, Kidnap and Ransom and Holy Flying Circus – the Group has aired over 450 hours of programming on terrestrial TV in the past 12 months alone.
For further information, please contact:
Charlotte Partleton, ITV
0207 157 3056
Belinda Thomas-Dunphy, FremantleMedia
0207 691 6911