Magazine article Marketing

MEDIA: Direct Line Ties with C4 Property Programmes

Magazine article Marketing

MEDIA: Direct Line Ties with C4 Property Programmes

Article excerpt

Direct Line has signed a year-long deal with Channel 4 to sponsor its 4Homes property strand as it seeks to boost awareness of its mortgage, loan and home emergency brands. The deal is believed to be worth in excess of pounds 2m.

The sponsorship kicks off with Channel 4's Relocation Relocation on January 7 and includes home-related programming including: Grand Designs; Property Ladder; Location, Location, Location; and Selling Houses.

It is expected to include new property programmes such as The Chain, which documents the trials of moving house.

The programmes will air throughout the year on Tuesday and Wednesday evenings between 8pm and 9pm.

The deal includes sponsorship of the 4Homes web site and will be supported by an extensive consumer promotions campaign.

Direct Line is best known for motor insurance but, says group marketing director Jim Wallace, the 4Homes sponsorship will be used to promote the company's home-related products, including insurance, mortgages and Home Response 24, its new 24-hour home emergency service for heating, electrical and plumbing emergencies. …

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