May 30, 2013

Citroen Vans signs sponsorship deal with Discovery Networks UK

From 31 May 2013, Citroen Vans will be sponsoring Discovery Networks UK's documentaries in a 12 month deal. The campaign will see Citroen Vans sponsor over 235 hours of programming per month across the following channels - Discovery Channel; Discovery
Science and Discovery History.

Citroen Vans will gain a high level of on-air visibility for the Nemo, Berlingo, Dispatch and Relay - with 80 seconds of idents shown per hour as openers, closers and break bumpers across Discovery's documentary portfolio. Some of the programmes sponsored will include July's White House Season featuring Commander in Chief and Secret Service Secrets, as well as Walking The Amazon, Salvage Hunters, The Great Robot Race and Endurance in the Wake of Shackleton.

This year-long campaign targets ABC1 van buyers and SME business owners providing a new and effective platform for Citroen Nemo, Berlingo, Dispatch and Relay vans. The campaign includes a fully integrated co-branded microsite, three competitions promoted both on air and on Discovery's social feeds, as well as promotion in Discovery's newsletters. In addition, Citroen commercial vehicle test drives will be offered from Discovery's digital hub, which will also promote the viewer competitions.

"Citroen is always looking for original ways to promote our LCV range and to reach a wider van buying audience, including key small business owners. With this latest campaign we have adopted an innovative creative route, using characters that might be found in documentaries, taking them out of their natural environment and putting them into a Citroen showroom. These characters then explore the features and benefits of the award-winning Citroen van models in a way that will catch the imagination of potential buyers," said Mark Lynch, Citroen's Marketing Manager for Fleet, Business & Commercial Vehicles.


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