Vax biggest TV sponsorship with Channel 4 Sales launches

Sarah McManus's picture
by Sarah McManus

MudChannel 4 Sales and MediaCom Manchester has today announced a seven figure, cross-platform partnership with flooring company Vax which is fronted using Miranda Hart’s voice.

The year long combined sponsorship package includes the Dream Homes programming strand across UKTV channels Home and Really; the brand new series of Channel 4’s hugely popular and award winning One Born Every Minute; plus the documentary’s first ever commissioned Shorts content One Born Every Minute: The Dads for Channel 4’s digital Shorts platform.

Miranda Hart has provided the voiceover for the Vax branded sponsorship idents which will be visible around property titles including Escape to the Country, A Place In The Sun: Home or Away, Celebrity Fantasy Homes and First Homes as part of Dream Homes - launching Thursday 5th March 2015 and running to the end of February 2016.

One Born Every Minute returns to Channel 4 on Tuesday 10 March, with One Born Every Minute: The Dads launching simultaneously.

MediaCom Manchester associate director Charlotte Dearsley said: “This is a fantastic partnership for both brand and broadcaster, demonstrating how sponsorship can be utilised to promote both brand messaging combined with a more tactical, product-led, contextual approach.

“As well as ensuring Vax reaches a key target audience through a strong TV presence, the deal will also increase this relationship for the brand by engaging viewers watching 4oD and online original Shorts content.”

Creative agency The Brooklyn Brothers is responsible for the creative which demonstrates how Vax helps consumers reverse the messy consequences of everyday family life.

Products featured in the idents include the Vax Air Cordless Switch and Air Steerable vacuum cleaners, Steam Fresh Combi steam cleaner, Dual Power Max carpet washer and PowerWash 2200W pressure washer.

The partnership was brokered by Jane Hector-Jones, Partnerships and Digital Manager, Channel 4 Sales and Charlotte Dearsley, Associate Director, Broadcast Investment, MediaCom.

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