Harveys Launches Coronation Street Sponsorship

From: ITV
Published: Tue Oct 02 2007

This Sunday sees the launch of Harveys; the UK’s biggest specialist furniture retailers’ two year sponsorship deal, with Britain’s longest running soap Coronation Street. Harveys have taken the sponsorship opportunity, to completely review their marketing activities and make some exciting changes. From September 30th the public will see a fully integrated marketing campaign running through all media from advertising and point of sale to their website.

Harveys sponsorship creative, developed by Proximity London, sees familiar inanimate objects from the home coming to life to watch Coronation Street on TV. The objects, including an action man, Buddha, mannequin, rag doll, dancing flower and, in homage to Coronation Street, flying ducks, are brought to life using a combination of puppetry and CG. Three executions have been produced set in the living room, kitchen/dining room and bedroom to showcase Harveys furniture offering for the whole home.

In addition to the broadcast, Harveys will be the exclusive sponsors of the highly successful interactive TV service that supports Coronation Street. Harveys will have branding throughout the entire red button site as well as a bespoke interactive area. The feature will host an exclusive game which will enable viewers to browse through different room sets complete with furniture, and enter a competition to win Harveys prizes.

There will also be mobile interactive bumpers and branding on the Coronation Street pages on ITV Mobile. Users will also be able to find stores from the newly created Harveys WAP site. Taking the opportunity further, as owners of Friends Reunited, ITV have also built a mechanic in to the deal for Harveys to offer special offers and promotions to their database at key periods throughout the year.

Helen Vinken, Head of Marketing of Harveys, commented: "The creative works in harmony with the programme to further embody the warmth, charm and everyday humour reflected in Coronation Street. In addition to the 'TV idents', Harveys are fully executing a 360 degree approach to this sponsorship opportunity. We now live in an ever changing digital landscape - so reaching our customers and telling our story through this multi-media environment is more important than ever. Our association with this much loved programme will help us realise our ambition to become the UK’s favourite furniture retailer."

Amanda Phillips, CEO of Proximity London, commented: "In a fiercely competitive market, this sponsorship deal for Harveys is the brand equivalent of getting promoted to the Premiership. To be welcomed into millions of homes every night alongside this British institution is a fantastic opportunity for Harveys, and we are delighted to be working with them to establish their reputation as Britain’s favourite furniture retailer."

Gary Knight, Brand Partnership Director of ITV, commented: "Coronation Street is by far and away the UK’s premier television brand. We are delighted that Harveys has chosen to partner us and to pursue a truly multi-platform relationship."

About Harveys

Harveys is a wholly owned subsidiary of Steinhoff International Holdings Ltd, a South African based furniture manufacturing and retail group with worldwide sales of £3 billion. With over 150 UK stores Harveys is the UK’s biggest specialist furniture retailer, specialising in bedroom furniture and living room furniture. Steinhoff also owns the largest UK bed retailing business through its Bensons, Sleepmasters and Bed Shed chains.


For further information please contact:

Louise Dorey
ITV Commercial Press Office
27 Great Ancoats Street
M4 5AJ
084488 16246
07887 735433
Company: ITV
Contact Name: Louise Dorey
Contact Email: enquiries@pr-sending.co.uk
Contact Phone: 084488 16246

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