Arnold Clark has partnered with Channel 4 to sponsor its TV drama and Walter Presents content material all through 2021.
The year-long, multi-million-pound marketing campaign started in January and is “Arnold Clark’s highest profile tv sponsorship up to now”, the AM100 retail group stated in an announcement.
On the preliminary launch, the sponsorship’s advert content material will focus the corporate’s Actual Sale marketing campaign. Later, this might be changed by a number of bespoke inventive shorts designed to “praise” the tone of Channel 4’s output.
Stephen Millar, head of promoting at Arnold Clark, stated: “We’re delighted to begin this new relationship with Channel 4, a broadcaster with a popularity for prime quality drama that displays the range in our society.
“Arnold Clark is a Stonewall Range Champion and long-time supporter of Pleasure, so to be related to a drama like Russell T Davies’ ‘It’s a Sin’ is an actual honour and we’re glad we’re in a position to play a small half in supporting these vital tales.
“We’ve designed our present inventive to be versatile and it may be tailored to mirror the totally different tones of drama programming, preserve it contemporary and remind individuals of the robust values that Arnold Clark is proud to characterize.
“Following the Actual Sale, we’re excited to launch our model inventive which can showcase some relatable life dramas and the half proudly owning a automotive can play in these.”
Learn our unique interview with Arnold Clarke chief government, Eddie Hawthorne within the newest situation of AM journal, the place he reveals the group’s innovate strategy to selling electrical vehicles and its response to thr ICE gross sales deadline.
In December 2020, Arnold Clark opened a £5m Different Gasoline Car (AFV) Innovation Centre aimed toward educating motorists on the advantages of EVs.
Whereas the principle inventive might be on tv, Arnold Clark may also construct on the marketing campaign throughout its digital and social media presence.
Russell Borrie, gross sales director at Arnold Clark stated: “That is the start of an thrilling new partnership and it’s a privilege for our model to be related to Channel 4’s ground-breaking drama output from a few of the most gifted writers and performers within the nation in addition to the best worldwide imports.
“Arnold Clark already has a robust model related to glorious customer support and improbable worth for cash, nonetheless, we consider this partnership will assist take us to a brand new degree and attain extra individuals who may gain advantage from our excellent vary of automotive companies.”
Arnold Clark’s sponsorship launched with The Nice, a satirical retelling of the rise of Catherine the Nice that includes an all-star forged together with Elle Fanning and Nicholas Hoult. This was adopted by It’s a Sin, the newest from Russell T Davies (Queer as People, Physician Who) which follows three mates all through the Nineteen Eighties through the AIDs disaster.
Rupinder Downie, model partnerships chief at Channel 4, stated: “Drama on 4 and Walter Presents stays a massively desired sponsorship, profitable recognition from viewers and business alike for our unrivalled content material together with the latest Russell T Davies’ It’s A Sin.
“We’re thrilled to have teamed up with Arnold Clark – the partnership is a stable match and gives the right platform for the model to achieve our many viewers, particularly throughout this era of giant demand for our drama content material.”
