Grant's Whisky's sponsorship of ITV4's 'TV of Character' package starts today

Grant's, Scotland's oldest family-owned blended Scotch whisky, is the new sponsor of ITV4's 'TV of Character' package, which starts today.

The year-long, fully integrated sponsorship package includes broadcast, online and licensing, and was negotiated by ITV Commercial and The Village Communications on behalf of Grant's Whisky.

The 'TV of Character' package runs from 11.00am to 3.00am and will feature the strapline 'Grant’s Whisky sponsors TV of Character on ITV4'. Programmes included within the sponsorship include classic UK dramas such as Minder, The Saint and The Professionals, as well as comedy and factual programming.

A Grant's Whisky spokesperson commented: "ITV4 provides us with the ideal platform to reach our target consumers and shoppers alike. The campaign offers fantastic reach against our current core male demographic and the programming is perfectly suited for Grant's, a brand with a rich and interesting character itself".

Adam Mitchell, Sponsorship Activation Manager at ITV, said: "We are delighted to be continuing our relationship with Grant's Whisky, and welcome them as the sponsor of ITV4's 'TV of Character' package. The partnership is a great fit and will enable the brand to communicate with their target audience on a daily basis".