Granada Enterprises has signed up BMW Mini to sponsor Cold Feet in
a £1m deal that will include a link between the Cold Feet and Mini
websites.
The automotive marque replaces United Airlines, which decided to pull
all its advertising following the 11 September US tragedy.
The sponsorship package incorporates full credits for the fourth series
of the hit comedy, including 15-second clips at the start of each
episode, ten-second clips at the end and five-second break bumpers. WCRS
devised the media strategy and sponsorship credits.
The deal was negotiated between David Peters, director of Carat
Sponsorship, BMW's media agency, and Stuart Hunt, senior sponsorship
executive at Granada Enterprises.
The fourth series will see eight episodes run over four weeks on Sundays
and Mondays from 18 November.
Commenting on the deal, Hunt said: "Cold Feet is a major ITV property,
especially for Mini's target market, so the association is perfect. The
deal will undoubtedly drive Mini's brand-building."
United Airlines sponsored the drama in its third series and had only
recently renewed its deal to sponsor this winter's fourth run.
The airline operator has pulled its familiar sponsorship strapline,
"Life is a journey, travel it well", from TV and radio indefinitely.
Previous sponsors of Cold Feet include Allied Domecq's port brand,
Cockburns.
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