Channel 4 Sales and Fox partner for product placement first
Category: News Release
17 August 2015
Channel 4 Sales today announces a brand new partnership with Fox placing footage of the studio’s latest film release Paper Towns, starring British actress and supermodel Cara Delavigne, in E4’s hit reality show Made in Chelsea: LA on Monday 17th August 2015.
The new series of E4’s highest rating originated series sees the Chelsea socialites taking Los Angeles by storm. In Monday’s episode Jamie Laing (heir to the McVitie’s fortune) takes an LA date to the Fox studio’s lot where he treats her to an exclusive private screening of Paper Towns. The activity has been planned and implemented by media agency Vizeum and The Story Lab.
E4 is the number one destination for 16-34 year old viewers in the UK.
The partnership was brokered by Channel 4 Sales’ Melanie Ball, Partnerships Account Manager, and Stella Onuorah, Partnerships Manager together with Robbie Ashcroft, Creative Solutions Manager at Vizeum.
Simon Wells, Partnership Controller, Content Solutions Channel 4 Sales said: “This latest partnership with Fox represents an exciting first for showcasing film footage within one of our shows and is an innovative alternative to placing tangible products within a TV show.”
Maria Buttaci, Promotions Executive, Twentieth Century Fox said: “Made in Chelsea: LA is the perfect environment for broadening Paper Towns’ appeal, and the truly integrated inclusion of film footage / artwork as well as ample social media support from the cast, really helps position Paper Towns as this summer’s must-see film event!”
Robbie Ashcroft, Creative Solutions Director, Vizeum said: “We’re always looking for new and inventive ways to showcase the latest 20th Century Fox releases and Channel 4 has once again helped us to deliver on that vision. This kind of integrated activity represents an industry first but we expect that it will become commonplace in the future.”
Made in Chelsea and Made in Chelsea: LA is produced by Monkey Kingdom (a NBCUniversal International Studios company). The show is commissioned by Channel 4 Head of Formats Dom Bird and Commissioning Editor Simone Haywood, and is executive produced by Monkey’s Ros Coward, David Granger and Sarah Dillistone.
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About Vizeum UK
In an increasingly connected and convergent world, Vizeum’s vision is to be its clients’ most innovative partner. The agency achieves this through two guiding principles – adopting the 70/20/10 model of innovation management and a mantra of ‘Simple strategy, brilliantly activated’, turning ideas into valuable business solutions. All of which is underpinned by our bespoke research tool, CCS, real-time reporting and our unique Dentsu Aegis operating model, delivering integration without compromise.
Vizeum has a global network that spans 40 countries worldwide and over 1,000 people. Our clients include 20th Century Fox, AB InBev, Burberry, BMW, Camelot, IKEA, MINI and Panasonic.
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