The Perfume Shop has signed a partnership with Sky Media’s Channel 5 to become an official sponsor of Blind Date, which is set to return to our screens after a 13-year hiatus later this month. The six-week partnership, planned and executed by WPP owned media agency, Mindshare, and timed to coincide with The Perfume Shop’s 25th birthday, will kick-off on 17th June across TV and video on demand, which is forecasted to deliver 2.5m VoD bumper impressions.
As part of the sponsorship, 5”, 10” and 15” idents will be played at the start and end of each episode of the UK’s much-loved dating show, as well as The Perfume Shop’s logo being placed in TV promos before it airs at 7pm every Saturday night.
The campaign is aimed at growing awareness of the brand’s extensive product range with fragrance-loving, beauty enthusiasts, as well as driving traffic to The Perfume Shop’s website as well as footfall to stores across the UK. Through sponsorship, The Perfume Shop will also align its offering with Blind Date’s highly-engaged and fun-loving audience by creating a compelling narrative that reflects The Perfume Shop’s core values and messages in a range of bespoke idents.
Jodie Miles, Invention Account Director at Mindshare, said: “The show’s comeback is a major fixture in the media and we knew this would be an ideal audience for The Perfume Shop to target on a regular basis. Blind Date’s continued popularity in the UK provides a great platform for friends and families to get together and talk about the most exciting moments from each episode. This helps to not just drive huge awareness but also increase online and in-store engagement for The Perfume Shop right across the UK.”
Michelle D’vaz-Plant, Head of Brand at The Perfume Shop, said: “Blind Date’s audience is perfectly aligned with what we wanted from a media sponsorship package. Everyone in the UK knows Blind Date and after relaunching to much fanfare, we’re delighted with the package and can’t wait for it to air.”
David Shore, Head of Sponsorship at Sky Media, said: “We’re excited to have enabled The Perfume Shop’s sponsorship of the iconic return of Blind Date this Summer. This partnership will showcase The Perfume Shop’s vibrant brand to a whole new generation of Blind Date viewers and demonstrates our ability to pair relevant brands with our channel partners.”
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