DIYWEEK.net

Crown Paints has announced its sponsorship of Channel 5 programming featuring great British stories.

Planned and negotiated by Omnicom Media Group’s PHD Manchester and content agency Drum, the sponsorship includes a series of TV idents to align Crown’s brands with customers interested in British history, landscapes and architecture.

The campaign will run from 20th March until 31st December with Crown, Crown Decorating Centres and Sandtex sponsoring documentaries about British cultural treasures such as the National Trust, cathedrals and the palaces at Balmoral, Buckingham and Windsor. The nine TV idents were created by integrated agency, McCann Central.

Marketing director at Darwen-based Crown Paints, Liz Hickson commented: “Crown Paints, proud holders of the Royal Warrant, are a Great British Institution. Serving our customers for over 200 years gives us some interesting stories to tell about our brands and this sponsorship helps us leverage one of the key elements of what makes them so great – a fantastic heritage."

In addition to its collaboration with Channel 5, Crown Paints are sponsoring the Ideal Home Show, which takes place at the Olympia in London from 17 March to 2 April. For the second year running, the brand will partner with Good Homes Magazine on a series of six designer Ideal Home Show room sets featuring Crown Paint colours, as well as introducing five oversized 3x2 metre replicas of Crown Paint cans in a variety of Summer shades.

“With another year of significant investment in communications from our business, these sponsorships demonstrate our continued and growing ambition for Crown’s brands.” said Hickson.