Harveys - UK's biggest specialist furniture retailer - signs up as Coronation Street sponsor in two year deal
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Harveys, the UK's biggest specialist furniture retailer, has signed a two year deal with ITV to sponsor Britain's longest running soap, Coronation Street. The deal was officially signed on Monday, 2nd July.
E&OE
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The sponsorship package includes all episodes of Coronation Street on ITV1 and ITV2 as well as interactive, mobile, the brand new broadband section on itv.com and off-air licensing and merchandising. So far this year Coronation Street has attracted an average audience of 10.6m and a 46% share of viewing, peaking with 13.1 million viewers*.
The deal has been facilitated and managed by Starcom Mediavest Plus with the creative being developed by Proximity London. The sponsorship is supported by a fully integrated roll-out of the campaign across all media.
Helen Vinken, Head of Marketing of Harveys, was upbeat about the new deal: "This is the biggest TV sponsorship property within British television. Coronation Street is a much loved programme which is part of the fabric of British society. Leveraging this opportunity will help us towards realising our ambition to become the UK's favourite furniture retailer."
Gary Knight, Brand Partnerships Director at ITV Customer Relations, also enthused: "I'm delighted that Harveys will be exploring a full 360 degree commercial franchise with the Coronation Street brand", he said. "Harveys will be able to combine a brand-building campaign alongside a fully fledged brand activation plan. Working together with ITV Imagine, our new internal innovation unit, we have developed some truly exciting multimedia ideas for taking the sponsorship of Coronation Street forward in the ever-changing digital landscape."
The new Harvey's sponsorship will be screened from October 2007.
Harveys is a wholly owned subsidiary of Steinhoff International Holdings Ltd., a South African based furniture manufacturing and retail group with worldwide sales of £3 billion. With over 150 UK stores, Harveys is the UK's biggest specialist furniture retailer. Steinhoff also owns the largest UK bed retailing business through its Bensons, Sleepmasters and Bed Shed chains.