Beaverbrooks, a North West jeweler, has embarked on a holiday sponsorship journey with Channel 4, E4, and More4, enhancing their media visibility.
- The sponsorship will span two months, showcasing various festive programs like Kirstie’s Handmade Christmas and classic films across multiple channels.
- Key media partners include Republic of Media, UKTV, and Warner Bros. Discovery, broadening the sponsorship’s reach.
- An innovative marketing approach involves ‘Hidden Gems,’ a social media series that connects viewers with heartfelt gift-giving stories.
- Beaverbrooks aims to strengthen viewer relationships during an important commercial period, reflecting their commitment to meaningful gifting moments.
Beaverbrooks, a renowned jeweler based in the North West, has taken a strategic step by sponsoring Channel 4’s programming, including E4 and More4. This two-month initiative aligns with the festive season, aiming to connect with a broad audience through popular shows like Kirstie’s Handmade Christmas and An Alpine Christmas by Train. The sponsorship also extends to beloved classics such as The Snowman, The Tiger Who Came to Tea, and Mog.
Republic of Media has partnered with Channel 4 Sales to facilitate this festive campaign. This collaboration will also involve sponsorship across UKTV and Warner Bros. Discovery channels, including U&GOLD, U&Dave, U&W, and U&Yesterday. Grace Yates, Brand Manager at Beaverbrooks, expressed enthusiasm about reaching a wide audience during this commercially significant time of year.
The campaign will feature rotating idents that emphasize the sentimental value of gift-giving during the holidays. Moreover, it will be supported by an engaging social media series called Hidden Gems, created by 4Studio Productions. This series, shared on Instagram, TikTok, Facebook, and YouTube, involves contributors receiving gifts along with messages from loved ones, highlighting emotional connections.
Laura Behan, Head of AV at Republic of Media, highlighted the excitement about showcasing Beaverbrooks’ product range during this festive season. The sponsorship is part of a larger portfolio of Channel 4 Sales, marking the 24th deal this year in its role as a sales representative for media owners, further solidifying relationships with partners like Republic of Media.
Nick Archer, Channel 4’s Client & Business Development Leader, underscored the appropriateness of Beaverbrooks as a sponsor for holiday content, reinforcing the focus on creating memorable moments at a time when viewers’ thoughts turn to loved ones.
The strategic partnership between Beaverbrooks and Channel 4 exemplifies the jeweler’s commitment to enhancing viewer engagement through memorable festive content.
