ITV recruits UK-only brands for Corrie promos

by James Quilter, Promotions & Incentives 21-Jan-09, 15:30

LONDON - ITV is looking to recruit home-grown only brands as promotional partners for Coronation Street's 50th anniversary.

The platform for the Coronation Street promotional programme has been dubbed Best of British 2010 by the broadcaster. Campaigns featuring the signed up brands are expected to launch around Q4 this year and run into Q4 2010.

Overall ITV is looking to recruit brands from five categories including bread, tea and snacks. According to insiders it has so far agreed deals in three of these sectors and is in discussions with brands to fill the remaining slots.

The Coronation Street promotions will be coordinated by ITV. A new logo is also being developed for the partner brands to place on-pack.

The promotions will encompass on-pack activity, commemorative products, events and PR. ITV is also looking to bring in secondary brands as partners to offer prizes for the promotional campaigns.

Coronation Street's main sponsor furniture chain Harveys will also be involved in the promotional programme.