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Harlequin Mills & Boon has joined forces with Flextech Sales to

link its romantic fiction brand Silhouette Books with UK Living's movie

strand in a deal believed to be worth £100,000.

The deal sees Silhouette Books make its TV sponsorship debut by

sponsoring a season of feature films on UK Living in a bid to promote

its range of novels to UK Living's young female audience. The deal runs

from September 1 through to December 31 and includes films such as

Shirley Valentine, Sabrina and Children of a Lesser God.

Flextech Creative Services developed four idents to represent

Silhouette's range of themed sub-brands: Superromance, Desire, Intrigue

and Sensation.

Each execution shows a couple in a romantic setting which moves on to

the cover of a book, with the strapline 'enter the spirit'.

Silhouette assistant product manager Laura Helliwell said: "After many

years of conventional advertising, we have been seduced by the

opportunity to reach our main target audience via this sponsorship

proposal. Combining the modern brand image of Silhouette with Living's

core female viewing audience and highly targeted films brings us the

perfect sponsorship marriage."

Total Media, which handles the PR for Silhouette Books, came up with the

idea for the sponsorship.