Client: Warner Leisure Hotels

Project: Sponsorship of ITV1’s The Palace

Channel: TV

Challenge

Warner wanted to increase awareness of their brand to kick start the year, during a key advertising period. This cluttered and busy ‘peaks’ period means that standout is difficult to achieve.

Strategy

Build fame for Warner through advertising within the right environment on an ongoing basis.

Solution

Using TV sponsorship to increase awareness of Warner Leisure Hotels. Sponsorship of relevant programming allowed for standout and awareness building within the required consumer audience. Sponsored The Palace on ITV1 in January 2008 for 3 months.

Performance

Significant uplifts in site visits during the programme - site crashed two weeks running!
Brochure requests from sponsorship were 50% lower in cost than from spot airtime.
Significant increase in brand awareness from research.

Campaign Creative

(click thumbnail for creative example)

In 2008 BLM was bought by Havas, and became part of its international media subsidiary, Arena.