Magazine article Marketing

Britannic Money Ties Up with Frasier in [Pound]1m Deal

Magazine article Marketing

Britannic Money Ties Up with Frasier in [Pound]1m Deal

Article excerpt

Britannic Money, the mortgage provision arm of Britannic, is to launch a marketing push, an estimated [pound]10m, to establish itself as a household name. It includes a [pound]1m deal to sponsor Channel 4's Frasier.

The drive follows Britannic's acquisition of a 60% stake in mortgage provider First Active Financial last September. It added First Active Financial to its financial services portfolio and rebranded it as Britannic Money.

Britannic will sponsor Frasier for the remainder of this year. Sponsorship credits, created by Channel 4, will feature images of people dreaming about holidays, children and lifestyle aspirations.

The credits reflect Britannic Money's aim to help people reach their goals by changing the way they manage their finances, They also reflect the psychoanalysis theme of Frasier.

Channel 4's sponsorship division and Connexus,part of the Optimedia village of agencies, negotiated the deal on behalf of Britannic Money.

Previous sponsors of Frasier have included insurer Equitable Life and telecoms firm Ericsson. …

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