ITV signs up Imperial Leather for Coronation Street promotion

by James Quilter , promotionsandincentives.co.uk 27-Oct-09, 14:16

LONDON - ITV has signed up Imperial Leather as the latest sponsor for Coronation Street's 50th anniversary next year.

The broadcaster is planning a series of promotions around the property and has been talking to British brands about signing up for activity since the start of the year. The campaign has been dubbed ‘Coronation Street 50th Anniversary Best of British Brands.’

ITV’s plan is for furniture store Harveys to continue as the soaps main sponsor while secondary brands are being brought in to cover various product sectors. Earlier this year Warburtons signed up as the show’s food brand.

The deal allows Imperial Leather to incorporate the Coronation Street logo onto packs for promotional campaigns. Furthermore each brands promotions are likely to be interlinked.

In addition to on-pack promotions, other activity will include experiential activity, retail POS and outdoor advertising.

ITV global entertainment director of promotions Corine Pouvreau-Miles said: This is the perfect pairing of the nations’ favourite soaps, through what will be a highly visible and compelling promotional partnership.

We’re currently busy working closely with Harveys, Warburtons and Imperial Leather in creating an historical and spectacular calendar of promotional activity, which will include exclusively created product and marketing.