DIYWEEK.net

Crown Paints is to sponsor ITV's new 'Through the Keyhole' programme.
The paint brand has confirmed a deal with ITV and FremantleMedia UK to sponsor the new programme and target the channel's huge Saturday night audience. 'Through the Keyhole', hosted by Keith Lemon, premieres this Saturday evening on ITV1 in the coveted post-'X Factor' slot.

The deal will provide Crown Paints with lots of opportunities to engage with their key audiences in really creative ways, according to FremantleMedia UK. The sponsorship will include idents that will feature around the programme throughout its six-week run, and this will be supported by social media activity on the @CrownPaints channels.

The show sees Keith Lemon visiting the homes of the rich and famous and inviting celebrity panellists to guess the identity of the owner. Co-hosted by Dave Berry, many famous faces are already set to appear.

The campaign centres around Crown's current 'National Sample Giveaway', where homeowners can claim three free Pure Paint Samples to test at home.

Sally Heppenstall, Crown Paints' marketing manager, said: "It gives us an opportunity to bring our core brand messages to life in an entertaining and engaging way. How people decorate their homes is an expression of their personality and Crown is the brand that helps self-expression come to life - helping to create homes with 'personality'."