C4 in major new sponsorship deal with Hillarys
Hillarys will be the new sponsor of Channel 4's biggest programming strand, Homes on 4, starting from January 2019, the channel has confirmed.
The eight figure, multi-year partnership will see the manufacturer of made-to-measure products for homes sponsor much-loved property shows on Channel 4, More4, 4Seven and All 4. This will include Grand Designs, Location, Location, Location, Escape to the Chateau and George Clarke's Amazing Spaces.
The deal also includes original advertiser funded programming (All 4 originals), digital activation and use of the Homes on 4 brand.
The agreement was negotiated by the channel's 4Sales Manchester office and MediaCom North after fierce competition from various brands, all vying to be the new partner of the strand.
The new deal is seen as reaffirming Hillarys' commitment to increase its spend in TV advertising and to reinforce its position as a contemporary, quality home interiors brand and follows the launch of the company's first brand campaign, which aired on Channel 4 earlier this year.
Jonathan Allan, Chief Commercial Officer at Channel 4, said: "We're delighted to be partnering with Hillarys on our much-sought-after Homes on 4 strand. Our fantastic property shows reach key audiences and by providing bespoke cross-platform content, our partnerships continue to deliver. This is an exciting new deal and we very much look forward to working with Hillarys".
Susan White, Marketing Director at Hillarys, believes the partnership with Homes on 4 will offer the perfect environment to get the Hillarys brand noticed, drive consideration and help position it as the ultimate destination for made to measure window dressings and carpets.
"The sponsorship will give us a consistent presence throughout the year and allows us to showcase our potential to transform homes in a relevant environment, reaching a wide audience who are passionate about their homes", she said. "We are hugely excited about what this means for Hillarys and how it will do so much to help take our brand forward".
Paul Cooper, Group Managing Director at MediaCom North, was equally upbeat: "We are extremely proud to have been working hand in hand with Hillarys for the last five years which has culminated in a long-term strategy, touching all areas of our business. At MediaCom North we are committed to growing our clients businesses, by working to develop their offering and building them into strong brands.
"We are thrilled to be sponsoring Homes on 4, continuing our strong partnership portfolio across a leading broadcast sponsorship, and look forward to supporting Hillarys on the next step of their brand journey".