Auto Trader has signed a 7-figure, 12 month partnership deal with Channel 4.
The multi-platform deal forms part of the Manchester group’s marketing campaign – Britain’s Biggest Matchmaker.
The adverts and idents will appear alongside relevant programmes related to the different reasons for buying a car. The Manchester group will also be the first to use Channel 4’s new series of 10-second idents, which feature copy that contextually links to the content they air around.
“This partnership focuses on connecting Channel 4’s relatable lifestyle content to an emotive reason for buying a new car, through themes including home, travel, dating, pets and sustainability,” said Mark Watts, Customer and Commercial Leader at Channel 4.
“It’s been wonderful to collaborate with Auto Trader on such an innovative and engaging campaign which will reach drivers across the UK.”
The deal came about following a pitch process carried out by Auto Trader’s media agency, The Specialist Works. A number of media outlets were invited to pitch innovative partnerships to the brand.
“We are very excited about this opportunity with Channel 4, a media channel that shares so many of our own values,” said Camilla Ellerton, Marketing Director at Auto Trader.
“The partnership enables us to bring our Britain’s Biggest Matchmaker campaign to life alongside key programming and with a channel who, like us, have a long-standing reputation for both heritage and innovation.”