Superdrug enters first broadcast partnership with Discovery's TLC

Superdrug has entered into its first TV partnership, a major seven-figure sponsorship deal with Discovery Networks for the new TLC entertainment channel.

Holly Valance: hosts Ultimate Shopper
Holly Valance: hosts Ultimate Shopper

Superdrug will sponsor over 720 hours of programming per month. The deal will include a range of different platforms including the new TLC website, on-demand, its social media community, off-air marketing, in-store and events.

The deal was brokered on Superdrug’s behalf by Zenith’s branded content arm Newcast and will run from 30 April when the new TLC channel launches on the BSkyB platform.

For Superdrug the deal will include on air accreditations across all TLC’s programming through 15-, 10- and five-second idents, produced by Discovery Creative.

The TLC and Superdrug brands will be integrated each other’s websites, sharing editorial content and regularly taking over one another's homepages. A variety of competitions will also run online and in-store, with prizes including a visit to the TLC set in London

As part of the deal TLC will be promoted across all Superdrug’s 900 UK stores through in-store activity, branding and a presence in the store’s magazine, Dare.

Both partners are considering further product placement opportunities.

Matt Walburn, the marketing director at Superdrug, said: "TLC has a fun interactive entertainment ethos, which is the perfect fit for our advertising campaign, 'That Superdrug Feeling’. Not only is it exciting for the business but there will be a host of opportunities for our customers and TLC viewers to be a part of."

TLC is an entertainment channel with the mission where "relatable meets the remarkable" and its programming will feature UK and global stars including Holly Valance in 'Ultimate Shopper', Dawn O’Porter in 'Undercover Mums' and Lisa Snowdon in 'Your Style in His Hands'.

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