UK fashion brand Select is set to sponsor Lime and ITVBe’s The Only Way Is Essex throughout 2016 in a three series deal which includes programme sponsorship, sponsorship bumpers on TV, online and mobile platforms, product placement and sponsored social media mentions.
The 360 sponsorship deal, negotiated by Lime Pictures, ITV and Eclectic Motion on behalf of Select Fashion incorporates a deal for a number of female cast who will wear Select fashion items in scenes for broadcast with supporting click to buy activity via social so viewers can “get the look” in real time. As part of the product placement activation, Select will see additional branding on screen where it is editorially relevant.
In addition to the broadcast element, the multi-platform sponsorship package will give Select presence across online and mobile platforms, including the ITV Hub and branded presence on ITV.com.
Select owner Cafer Mahiroglu said: “It’s a major coup for a fashion brand to have secured the TOWIE sponsorship. The product placement element of the sponsorship package will put Select fashion right at the heart of the TOWIE action. The programme is the most talked about thing on TV amongst our target audience and we will be working direct with the show’s editorial team at Lime Pictures and with ITV to create strong weekly conversations and reach audiences; driving sales to our stores and online shop.
Lime Pictures’ Senior Brand Development Manager, Sinead Dean said: “We are really excited to bring this partnership to life on screen as well as across our broader TOWIE channels. Lime Pictures has the capability to really integrate a brand into its programming output in a broad thinking and credible way.