LONDON, January 14, 2013 /PRNewswire/ --
- Product
placement deal sees bespoke furniture on set -
ITV and DFS announced an agreement which will see the iconic
sofas on ITV's flagship daytime programme, This Morning,
change to a new hand crafted design.
The one-year partnership, developed by Mediacom Beyond
Advertising, will see the bespoke DFS furniture on-air from
Wednesday 2nd January 2013
with an introductory strap-line appearing live to announce the
placement to viewers.
The product placement will be supported by an off-air licensing
agreement which will allow DFS to use the This Morning logo
in store and online. The agreement also includes the launch of a
dedicated area on ITV.com with information on the partnership,
product ranges and competitions. The partnership will be supported
via social media by both parties.
Katherine Marlow, Branded Content
Manager, ITV Commercial said: "We are delighted to announce another
high profile product placement agreement for This Morning.
Once again we have worked extremely closely with our production
partners to ensure the seamless integration of a multi-platform
campaign alongside on-air activity whilst still fulfilling a
programme's editorial need."
Nick Ashworth, Media Manager at
DFS said: "As the leading British retailer and manufacturer of
handmade sofas, we are hugely excited to be working with ITV to
showcase the design and build quality of our hand crafted sofas in
one of their most recognisable daytime programmes. It is a great
opportunity for DFS to look at building a partnership beyond spot
advertising, in order to engage and interact with a very loyal
audience."
Chris Fuller, head of broadcast
sponsorship for MediaCom Beyond Advertising, said: "The DFS and
This Morning partnership really puts product placement at the heart
of a much bigger integrated solution that also includes
experiential; licensing; and branded content. All parties involved
have taken a really considered and collaborative approach as to how
we can deliver a highly engaging and cohesive campaign across
2013."