Toyota sponsors ITV1's mystery drama strand

by Alison Donnelly Marketing 22-Apr-08, 12:30

LONDON - Toyota Auris is to sponsor ITV1's mystery drama shows covering peak and daytime viewing.

The deal includes the series Blue Murder, Dexter, Foyle's War, Kingdom, Midsomer Murders, Poirot and Wire In The Blood. The package also includes online sponsorship and mobile interactive bumpers.

The sponsorship continues Toyota's involvement with ITV as the car manufacturer is currently a sponsor of the T4 strand with Aygo and the ITV Movies with Rav4 and Avensis.

The sponsorship deal was negotiated with Tim Brady of ZenithOptimedia's sponsorship division and with Emma May Laurence, sponsorship sales executive at ITV. She said that ITV looked forward to developing its partnership with Toyota. The creative will be produced by CHI.

In another deal with ITV, Carling has signed up to replace rival brand Cobra as the £2m movie sponsor for the station's digital channels.

Carling will sponsor more than 600 films over a 12-month period giving it a presence on the network almost every night across ITV2, 3, and 4. It will also run online and interactive activity.