The deal, negotiated between ITV and Arena BLM, follows on from Warner Leisure Hotels’ sponsorship of ITV1 drama The Palace.
As part of the six-figure deal, Warner Leisure Hotels will receive broadcast sponsorship credits, plus branding and promotional opportunities online at ITV.com. The sponsorship will be supported by press and direct marketing activity.
Chris Armond, Arena BLM business director, said: “The Palace worked well for Warner Leisure Hotels and generated a big increase in sales, brochure requests and awareness.
“Harley Street is set to target the same audience of older female adults – Warners’ target consumer – and we are confident it will work as well, if not better.”
The new series, set on London’s famous street, stars former EastEnders actors Paul Nicholls and Kim Metcalfe, and Coronation Street’s Suranne Jones.
United Kingdom
Warner Leisure Hotels backs new ITV drama
Hotel group Warner Leisure Hotels is to sponsor ITV1's new drama Harley Street, which starts airing tomorrow at 9pm.
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