The sponsorship, valued at more than £1m and brokered by Feather Brooksbank, starts on 21 April and will run for nine months. The sponsorship will be used to showcase Matalan's entire fashion range, with creative executions changing for each season.
The agency said that LK Today, a weekday show on GMTV fronted by Lorraine Kelly, delivers a good fit with Matalan's core housewives with kids' target audience.
In addition to the 40-second sponsorship bumpers in each show, the deal also includes an online presence on the LK Today section of the GM.TV website. Matalan will also run a dedicated microsite within LK Today and its sponsorship bumpers will run as pre-rolls on the video section of the site.
Outside of the LK Today programming, Matalan will also be sponsoring three of GMTV's "One-minute TV" fashion segments.
Rachel Scott, marketing controller at Matalan, said the deal will provide the company with a "continual advertising presence" to display its clothing range across the whole year.
The agency said that LK Today, a weekday show on GMTV fronted by Lorraine Kelly, delivers a good fit with Matalan's core housewives with kids' target audience.
In addition to the 40-second sponsorship bumpers in each show, the deal also includes an online presence on the LK Today section of the GM.TV website. Matalan will also run a dedicated microsite within LK Today and its sponsorship bumpers will run as pre-rolls on the video section of the site.
Outside of the LK Today programming, Matalan will also be sponsoring three of GMTV's "One-minute TV" fashion segments.
Rachel Scott, marketing controller at Matalan, said the deal will provide the company with a "continual advertising presence" to display its clothing range across the whole year.
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