18/11/2009
GlaxoSmithKline Consumer Healthcare’s Macleans brand has been named official fully integrated sponsor for ITV1’s Dancing On Ice which returns to screens in early 2010.
World famous ice dancing duo Jayne Torvill and Christopher Dean will be back for a fifth series to train a team of well-known faces in the expert art of Dancing On Ice. Presented by Phillip Schofield and Holly Willoughby, the novice celebrity skaters will be paired with professional ice skaters and coached by the superstar duo to perform even more daring and exciting skating routines in the spectacular live ice skating championship.
The package, negotiated by Yan Li on behalf of ITV and Louise Brown of MediaCom Beyond Advertising on behalf of GSK, includes broadcast sponsorship as well as online, mobile, interactive, licensing and in-store activation.
Carol-Ann Stewart, GlaxoSmithKline Consumer Healthcare UK, Marketing Director for Mouthcare commented:
‘We are delighted to be sponsoring “Dancing On Ice” as we feel it is a strong natural fit for the Macleans brand. Macleans is all about giving people confidence in social situations and in 2010 the sponsorship of “Dancing On Ice” will allow us to build on this platform because performing on ice is certainly all about confidence."
Yan Li, Sponsorship Manager, ITV said:
"Macleans is a fantastic brand and we are thrilled to have them on board for next year’s Dancing on Ice, not just as the broadcast sponsor but also for the association to extend off air across ITV’s online, interactive and mobile offerings. The additional licensing opportunities will also further cement the synergies and help to drive both brands in the consumer and retail environment.”
The sponsorship creative will be lead by Grey London.
Press contact: Caroline.Cook@itv.com
