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Airing from October, the package includes all episodes of the soap, which airs five times a week on ITV1, plus repeats on ITV2, interactive, mobile and online, as well as off-air licensing and merchandise.

The deal was managed by Starcom MediaVest Plus. Proximity London will produce the creative and a multimedia campaign will run with the start of the sponsorship. ITV Imagine, the broadcaster's internal innovation unit, has been working with Harveys on multimedia ideas to enhance its sponsorship across all platforms.