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Following the successful sponsorship of the British Soap Awards 2006, Highland Spring has agreed a new deal with ITV to be broadcast sponsor of the National Television Awards and the British Comedy Awards 2006.
The two new sponsorships come hot on the heels of Highland Spring's first national TV advertising campaign.
To promote the association between Highland Spring and the awards shows, specially created idents will appear before and after each commercial break during the main broadcast of each show on ITV1 and the pre- and post- shows on ITV2. Both The National Television Awards and The British Comedy Awards are landmark events in the show business calendar attracting 6.9 million and 4.5 million viewers respectively.
The deal also sees Highland Spring as the event sponsor of the British Comedy Awards and sponsor of each aftershow party.
Sally Stanley, marketing director of Highland Spring, the UK's leading producer of natural mineral water, enthused about the new deal: "The new broadcast sponsorships are a perfect addition to our brand building activity for Highland Spring and an excellent national platform. We have a strong brand placement schedule, with Highland Spring already the water of choice at prestigious televised events such as the BAFTAs and this package gives us further opportunities to showcase the brand."
The British Soap Awards was broadcast in May and reached more than seven million viewers. It featured a series of idents with a voice-over by Joan Collins. Created by Highland Spring's advertising agency, merle, the idents reflected soap's drama and how fundamental Highland Spring is to everyday life. The Highland Spring bottle was depicted in different 'soap' scenarios accompanied by humorous or emotive lines such as 'Pure Heartbreak' and 'Pure Seduction', reinforcing Highland Spring's purity and the fact that it's drawn from organic land."
E&OE
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