ITV secures Motorola movie sponsorship for third year

by Sam Matthews,, Brand Republic 13-Jan-05, 11:00

LONDON – Mobile giant Motorola has continued its sponsorship of ITV movies, which includes the premiere of 'Ocean's Eleven', for the third consecutive year to promote its new 3G handsets.

The sponsorship deal covers all 200 movies shown on the network during 2005 including The Ultimate Bond Season, which will broadcast the entire James Bond collection back to back.

Creative will change to support product launches, including new 3G handsets, encouraging viewers to create their own "moto movies" while also being able to download and stream video, make video calls and send video messages.

James King, UK and Ireland marketing manager at Motorola, said: "The association with ITV movies will ensure that throughout 2005 consumers are made aware of new Motorola products."

The deal was negotiated by ITV and Sponsorvision, the agency representing Motorola.

Last year, Motorola research revealed communication via its sponsorship credits drove purchase consideration up by 65% among those aware of the sponsorship against those not aware.

Andy Thompson, controller of sponsorship and branded content at ITV Sales, said: "Motorola's association with ITV1 movies is now one of the most high-profile sponsorships in the UK and, with a great season of movies planned this year, we look forward to developing the partnership further."

Creative and production is handled by Sponsorvision.

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