Lindemans inks £3m sponsorship deal for ITV dramas

by Staff, Brand Republic 26-Sep-05, 14:00

LONDON - Australian wine brand Lindemans has signed up to sponsor ITV drama series 'Vincent', starring 'Sexy Beast' actor Ray Winstone, and returning Martin Clunes' drama 'Doc Martin' in a deal worth £3m.

The sponsorship, which highlights Lindemans' "simple pleasures" positioning, includes break bumpers, created by McCann Erickson. They play on the brand's "L is for Lindemans" strapline and vignettes featuring wine drinking occasions.

Private detective drama 'Vincent', which is due to debut next month, will also star former 'Coronation Street' actress Suranne Jones as Winstone's partner.

Meanwhile, Lindemans is returning as the sole sponsor for ITV drama 'Doc Martin', which stars Martin Clunes as a surgeon who has relocated to Cornwall to become a GP. The show was a hit for ITV last year and debuted with 9.4m viewers in its Sunday night slot.

Lindemans has sponsored ITV primetime drama since 2003 with hit series such as: 'Single', starring 'EastEnders'' Michelle Collins; 'Family', starring Martin Kemp; and 'Rosemary & Thyme', featuring Felicity Kendal.

Andy Thompson, controller of sponsorship and branded content at ITV, said: "This is a fantastic endorsement in the power of ITV sponsorship. "

Amy Thomson, Lindemans senior brand manager, added: "Our continued relationship in 2005, supporting drama such as 'Vincent' and 'Doc Martin' is a reflection of the success of the relationship and Lindemans increasing popularity.

"Relaxing at home in front of the TV with a glass of wine is an ideal fit for Lindemans' primary message of 'simple pleasures' and a natural territory for the brand to own."

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