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Wickes to sponsor C4's biggest programme strand: Homes on 4

Wickes C4 725 x 500

4Sales today announced that Wickes is the new sponsor of Channel 4’s largest programme strand, Homes on 4, beginning in 2017.

The multimillion pound partnership will see the retailer’s sponsorship idents appear around some of Channel 4’s most popular programming including Location, Location, Location, George Clarke’s Amazing Spaces, Grand Designs, in which the current series is attracting up to 3 million viewers each week – and a host of new titles for next year including How To Be Mortgage Free: Design Your Way Out Of Debt.

The partnership, struck together with Wickes' media agency, Carat and The Story Lab, also includes an original All 4 series, digital activation and use of the Homes on 4 brand in store and on digital platforms.

The competition for the Homes on 4 partnership was particularly strong with a number of brands keen to become the strand’s new partner, demonstrating the enduring robustness of the sponsorship market across 4Sales.

Jonathan Allan, Sales Director at Channel 4 said: “We're thrilled to welcome Wickes as our new Homes on 4 partner following a particularly competitive bidding process for this commercially proven strand. Our innovative multi-platform partnerships have significantly energised our sponsorship market, with many of our long running partners renewing multi-year deals. This is a testimony to the strength of our programming and sponsorship-driven brand awareness.”

Matthew Gaunt, Head of Brand Communications at Wickes said: “This partnership with Homes on 4 is a major step forward for Wickes and perfectly timed after two years transforming our stores and our ranges. The new modern Wickes is a brand that will inspire and encourage every home improver to have the confidence to take on a project of any size, big or small. And be the place to help customers do it right, because ultimately, these are our homes and they matter!

“In addition to the television strands we are very excited about the pairing of two challenger brands in Wickes and Channel 4 both with a real authority in Home Improvement to create a new digital series which we will be making in partnership with Channel 4 that we hope will push the boundaries and challenge perceptions."

Mark Hughes, Group Client Partner at Carat said: “Our work with Wickes is all about getting more people to choose Wickes to get the projects they want done, done right. We’ve worked closely with Wickes and with The Story Lab to find the best way to do this and the Homes on 4 partnership is the best possible property through which to make this happen. We are hugely excited about what this means for Wickes and their ambitions for growth.”

Rachel Gibbs-McNeil, Head of The Story Lab said: “We are constantly on the search for properties in the market that can deliver true collaboration between complimentary brands, whilst delivering on wider business outcomes. We believe that the Wickes and Homes on 4 partnership is the perfect manifestation of this and we are delighted it has come to fruition and are looking forward to bringing it to life.”

The partnership was brokered by Rupinder Downie, Partnerships Controller and Melanie Ball, Partnerships Account Manager at Channel 4, with oversight from Carat and Jenna Waller and Jack Davidson at The Story Lab.

Source : Channel 4 Press Release

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07 November 2016

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