Teletext Holidays is the proud new sponsor of Turner Classic Movies. The home of late holiday deals has agreed a one-month residency across May and June that will contextually align its brand with the channel’s much-loved daytime programming.
Planned and negotiated by Guerillascope, the package enables Teletext to develop an association with content enjoyed by its core target audience of adults aged between 20 and 59. Encompassing the popular Morning and Matinee Afternoon segments, the timing of the campaign coincides with two key months in the travel and tourism industry. The brand’s reach will be further extended by the concurrent airing of 10 and 30-second TV spots on channels such as More4, Dave, Comedy Central and Sky Movies.
Recently voted one of 2017’s ten most memorable TV advertisers by a panel of Travel Weekly readers, Teletext Holidays has raised the bar in 2018 with a heavier presence, opting for an ‘always-on’ strategy designed to drive upsurges in both website traffic and brand awareness. The TCM sponsorship package is the latest iteration of the brand’s ambition, placing it front and centre in the considerations of millions who want to save money with a last-minute holiday deal.
Commenting on the campaign, Kelly Maher, Head of Marketing at Teletext Holidays, said: “Sponsorship is a fantastic way to increase reach and frequency; Guerillascope have provided the opportunity for us to trial sponsorship on a great channel without breaking bank. The creative process has been super easy from the beginning and we’ll be looking forward to seeing the results as we launch into peak season.”
Teletext Holidays is the latest brand to launch a TV sponsorship campaign with Guerillascope, following the recent unveiling of Nextbase’ National Geographic takeover and Sigma Sport’s association with this year’s Giro d’Italia coverage on Eurosport.