ITV, Matalan and Time Inc. UK launch new partnership
Matalan are launching a content-led partnership with ITV and Time Inc. UK. The partnership, originated and brokered by Electric Glue, will see Matalan broadcast bi-weekly bespoke fashion and style shows on their online and digital platforms.
Matalan have chosen to partner with ITV and Time Inc. UK to create Matalan Presents: The Show, in what is claimed to be an innovative and mould-breaking series of programmes that are an entertaining and informative resource for women everywhere, providing hints and tips on current trends, fashion essentials and inspirational ideas for their homes.
Matalan Presents: The Show is produced by ITN Productions for ITV AdVentures and is presented by Denise Van Outen, who will be joined by fashion industry insiders including fashion journalists from Time Inc. UK brands and prominent style bloggers, sharing their expert insight on the best styles for autumn and winter.
Featured across the series will be Paula Moore, fashion director for Woman, Caroline Baxter, group fashion director for Woman, Woman's Own, Essentials and Woman's Weekly and Josh Newis-Smith, shopping editor for InStyle, as well as Vloggers Kathryn Sharman of Kat got the Cream, Emily Leary of A Mummy Too and Zoe de Pass of Dress Like a Mum.
ITV will broadcast twenty second airtime trailers with Van Outen which will direct viewers to watch the show at Matalan.co.uk, and will air in advert breaks in key programmes including Coronation Street and X Factor and across ITV, ITV2, ITVBe and ITV Encore.
Each six minute long episode of Matalan Presents: The Show has been created and produced by ITN Productions for ITV AdVentures - ITV Commercial's one stop shop for talent, production and distribution - and filmed on a set created and built especially for the show. The first show launched on Matalan's website, app and YouTube channel on Monday, 5th September and will be followed by the further episodes at two week intervals.
Time Inc. UK will create bespoke multiplatform content - including promotional features, editor's picks, trend reports and cover promotions - across Marie Claire, InStyle, LOOK, Now, Woman, woman&home and Ideal Home. Time Inc. UK will also use their customer data and audience insight to drive consumers to Matalan's website to view the series.
Simon Lee, Matalan's Marketing Director, said: "At Matalan we always put the customer needs first and this is an exciting step forward for us in our mission to provide her with great fashion advice whilst ensuring that her best interests are constantly front of mind. This signifies the beginning of a new relationship as we begin to create a two way conversation with her in order to become her trusted advisor".
Lillian Betty, head of strategic partnerships, The Foundry, Time Inc. UK, said: "We are excited to be part of this unique and ground-breaking project. The powerful mix of our unparalleled audience knowledge, cross platform reach, leading brands and trusted editorial voice make us the perfect partner. Great content works best when it is entertaining and useful to audiences and that is precisely what this partnership delivers".
Simon Daglish, ITV's Deputy Director of Commercial, said: "When we launched ITV AdVentures our aim was to produce bespoke content for advertisers which offered creativity and engagement far beyond a standard campaign and this partnership with Matalan and Time Inc. UK is a fantastic example of that. By creating this content led strategy for Matalan we're able to showcase the brand in a really fresh way for their customers".