Channel 4 Sales and MediaCom Manchester have announced a seven figure, cross-platform partnership with Vax that will see the leading floorcare brand sponsor popular TV content across multiple channels.

The one year combined sponsorship package comprises the Dream Homes programming strand across UKTV channels Home and Really, the brand new series of Channel 4's popular and award winning One Born Every Minute and that documentary's first-ever commissioned Shorts content, One Born Every Minute: The Dads, for Channel 4's digital Shorts platform.

Miranda Hart has provided the voiceover for the Vax branded sponsorship idents which will be visible around property titles including Escape to the Country, A Place In The Sun: Home or Away, Celebrity Fantasy Homes and First Homes as part of Dream Homes - launching today, Thursday, 5th March, 2015 and running to the end of February 2016.

One Born Every Minute returns to Channel 4 on Tuesday, 10th March, 2015, with One Born Every Minute: The Dads launching simultaneously.

Creative agency The Brooklyn Brothers is responsible for the creative which will demonstrate how Vax helps consumers reverse the messy consequences of everyday family life. Products featured in the idents include the Vax Air Cordless Switch and Air Steerable vacuum cleaners, Steam Fresh Combi steam cleaner, Dual Power Max carpet washer and PowerWash 2200W pressure washer.

The partnership was brokered by Jane Hector-Jones, Partnerships and Digital Manager, Channel 4 Sales and Charlotte Dearsley, Associate Director, Broadcast Investment, MediaCom.

Liz Cope, VP Global Marketing, Vax, said: "As Britain's leading floorcare brand, we're proud to be changing the way people clean their homes with products that are quicker, lighter, easier and more efficient to use than ever before. This partnership with Channel 4 gives us a perfect opportunity to introduce even more UK families to our unique range of vacuums, carpet washers, steam cleaners and pressure washers. And with Miranda Hart's vocal talents bringing a breath of fresh air to our advertising, we’re confident this campaign will prove to be our most successful yet".

Charlotte Dearsley, Associate Director, MediaCom Manchester, said: "This is a fantastic partnership for both brand and broadcaster, demonstrating how sponsorship can be utilised to promote both brand messaging combined with a more tactical, product-led, contextual approach. As well as ensuring Vax reaches a key target audience through a strong TV presence, the deal will also increase this relationship for the brand by engaging viewers watching 4oD and online original Shorts content".

Rupinder Downie, Partnership Controller, Channel 4, said: "One Born Every Minute provides the perfect environment to engage with viewers whilst they are drawn into Channel 4's truly engaging content and combined with the aspirational benefits of the Dream Homes strand on UKTV Vax has created a powerful platform to promote their portfolio of products".