Blossom Hill, the Percy Fox & Co wine, has signed a seven-figure deal to sponsor the return of the 80s soap Dallas on Channel 5 as part of a £2.2 million autumn push behind the brand.
As part of the deal, which was developed by Carat, Blossom Hill will be the headline sponsor of Dallas when the new series is broadcast on Channel 5’s TV channels and online platforms.
The campaign activation includes the usual programme TV bumpers, such as
Blossom Hill from tomato on Vimeo.
The partnership will also be promoted throughout Channel 5’s parent group Northern & Shell’s portfolio, including via advertorials and ad placements around TV listings and TV coverage in its newspapers and magazines.
The Dallas sponsorship is a central part of a £2.2 million campaign to reinforce Blossom Hill’s positioning as the wine that “puts taste enjoyment first”.
Louise Wright, an associate director at Carat, said: “This wide-reaching, strategic partnership takes advantage of opportunities across Northern & Shell’s entire media portfolio and is a unique way to reach Blossom Hill’s audience with a carefully targeted campaign.”
Agostino Di Falco, Channel 5 partnerships director, said: ‘Our aim is to deliver advertising effectiveness and by partnering with Dallas, Blossom Hill will reach a mass but targeted audience with the deal augmented across the N&S portfolio of celebrity and press titles.’
Dallas will welcome the return of some of the shows most memorable cast members, including JR and Bobby Ewing, as well as a host of younger talent.
The series is expected to launch on Channel 5 on 5 September.
Links:
Blossom Hill Website
Channel 5 Website
Dallas TV Series Website
