Television

Ben Bold, mediaweek.co.uk, 10 July 2009, 10:40am

IDS signs TRESemme to sponsor Living's Make Me A Supermodel

LONDON - Ad sales house IDS, has signed hair-care brand TRESemme as the new series sponsor of Make Me A Supermodel (US) on Virgin Media Television's Living, in a deal "worth about £100,000".

Make Me A Supermodel: sponsored by TRESemme on Living

The Alberto Culver-owned brand's endorsement builds from tomorrow (Saturday), when idents will appear across back-to-back repeats of the first season of Make Me A Supermodel on Living 2.

The sponsorship proper commences on 13 July, during the transmission of the second series on Living. The partnership, which was negotiated by Carat and IDS, will run until September.

Ten-second idents appearing around the programme will feature a silhouette on a fashion show catwalk, which is revealed as a bottle of TRESemme.

The brand will also gain exposure on the Make Me A Supermodel microsite, which goes live on www.livingtv.co.uk from the start of the second series. Online activity will include leader-boards, headers and MPUs.

The brand tie-up will also be promoted by in-store point-of-sale activity. Negotiations are still ongoing with retailers, but two leading high-street chains are near to signing a deal.

The sponsorship was brokered by Davina Barker, partnerships manager at IDS, and Luke Duffy, media director at Carat.

It is the latest in a string of IDS sponsorship deals - earlier this week it signed Momentum Pictures as sponsor of programming on Virgin Media Television's Living and UKTV's Watch and Yesterday channels.