The Co-operative Travel has agreed its first TV sponsorship deal with ITV weather in a bid to drive last minute summer sales.
The company will be sharing airtime with the Co-operative’s food business over the summer as broadcast sponsor of three, weekly ITV national weather broadcasts.
The travel business will have visual and verbal branding before and after the weather reports on Wednesday lunchtimes, Thursday evenings and late on Friday.
The aim of the three 15-second slots – or ‘idents’ – is to generate enquiries from potential holidaymakers to high street agency branches and the firm’s website.
Marketing manager Joanne Wilson said: “This is a great opportunity for us to drive brand and product awareness at a truly national level. We are hopeful that the ‘idents’ will have a big impact; helping to drive an incremental increase in last minute sales.”