Royal Air Force signs first broadcast sponsorship

The Royal Air Force has signed its first broadcast sponsorship, a six-month deal covering adventure and outdoors programming on Channel 5.

The RAF will use the sponsorship, which includes shows such as 'Bomb Squad Afghanistan' and 'Wild Things with Dominic Monaghan', to promote both the RAF reserves as well as the regular force.

Channel 5 created the 'Intrepid Adventurer' package for the RAF and other shows it covers are 'Charlie Boorman's Great African Adventure'; 'Chris Tarrant’s Extreme Railways'’ and 'Robson Green's Extreme Fishing Challenge'.

The sponsorship will incorporate RAF branding online on Channel 5 platforms and on the marketing for the individual TV shows.

Andy Richards, squadron leader, RAF Recruit Marketing, said: "Life in the RAF and as an RAF reservist can be challenging and exciting – attributes which are reflected so well in these programmes."

The deal, which starts today (9 November), was negotiated on the RAF's behalf by WPP's M4C and the creative was designed by Channel 5's in-house creative team.

Sonia Cunningham, AV business director at M4C, said: "After a rigorous selection process we found that the Channel 5 Intrepid Adventurer strand was the ideal fit for the branding and values of the RAF, offering the right levels of longevity and frequency."

Agostino Di Falco, partnerships director, Channel 5, said:  "The RAF has recognised that Channel 5's wide range of programming focussing on adventure and extreme scenarios, is an effective vehicle to drive recruitment among their target audience."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email