Latest News
CALOR GAS TO SPONSOR BUILD A NEW LIFE IN THE COUNTRY IN FIRST TV CAMPAIGN FOR TEN YEARS
The campaign, created by Cogent Elliott, comprises programme idents, web activity and promotioanl branding across channel five, reaching around three million ABC1 adults.
Calor Gas, the UK’s leading supplier of Liquefied Petroleum Gas (LPG) has agreed a six figure sponsorship deal for the new series of Five’s “Build a New Life in the Country”.
The deal marks the first TV campaign for the brand in ten years as the company celebrates its 75th anniversary.
The sponsorship deal is part of an ambitious marketing strategy for Calor in 2010 which will see a modernising and re-energising of the brand in a bid to target the estimated two million UK households who do not have access to mains gas. Calor has also recently appointed Sarah Haythornthwaite, formerly Superdrug’s Head of Marketing as its new marketing manager.
The campaign creative was developed by Cogent Elliott as part of a complete marketing strategy that identifies Calor gas as ‘of the future’. Cogent have provided Calor with a new simple and effective brand voice that promotes succinctly the benefits of LPG. Genius. LPGenius.
The LPGenius branding was launched in an extensive internal communications campaign and now features in the sponsorship idents.
Cogent’s Account Director, Trevor Morphew explains “Each ad break is bumpered with its own question and answer; a light hearted approach as to how Calor can help improve life in the country. The work is another great example of how Cogent are continuing to develop the Calor brand.”
Jon Tanner, sales and marketing director at Calor commented: “This year is a pivotal year for Calor as we celebrate our 75th anniversary. As well as embarking on our first TV campaign for two decades we’re also refreshing our PR strategy and other marketing communications to reflect the dynamic, progressive and innovative nature of the Calor brand.”
Kelly Williams, Five’s Director of Sales, said: “We’re delighted to have been able to entice Calor Gas back to the broadcast arena. This sponsorship package is a perfect fit for both Calor and Five as Build a New Life in the Country underscores the company’s brand messages.”
Calor’s media agency is Mediacom.
Build a New Life in the Country is on at 8pm, every Thursday on Channel Five.