DatingDirect.com to sponsor Grey's Anatomy on Five

by Daniel Farey-Jones, Brand Republic 11-Mar-08, 11:55

LONDON - DatingDirect.com has signed a deal with Five to sponsor the third series of 'Grey's Anatomy', which starts next Thursday.

It is the first TV sponsorship the dating service has taken, and it will use it to communicate its 'Same Game, New Rules' positioning.

The sponsorship trails will show 99 conventional dating rules being given a DatingDirect.com twist, and will fill a 15-second opening credit and six five-second break bumpers. The trails were created by Fin London.

DatingDirect will also get a placement for its logo and a link to its site on the 'Grey's Anatomy' section of Five's website.

Alistair Shrimpton, managing director of DatingDirect.com, said: "As the UK's biggest online dating service, we are delighted with the sponsorship of one of the most successful US dramas."