Promotion and Sponsorship
The club was aimed at young adult viewers. Galaxy Network radio teamed up with Carlton Television to promote the show. The Club's presenters, celebrity bar managers, and bar staff, all featured on the network's dance music stations when the show started, and Galaxy radio DJs managed the music decks at Nylon. Dooley's Vodka Toffee was signed up to sponsor the programme, which included a 15 second opening credit, six five-second break bumpers and a 10-second closing credit across ITV and ITV2. Off-air sponsorship activity, such as online and SMS promotion, also took place. The sponsorship deal was negotiated on behalf of ITV by Joe Blake-Turner at Carlton Sponsorship, with Mediacom. A Mediacom official said, "Alcohol; bars; nightclubs -- the environmental fit between Dooley's and The Club is ideal. The reality TV aspect plus the celebrities will be core to delivering significant numbers of young adult viewers -- our key consumers. The timing of the campaign is important as it will drive sales during the post-Christmas sales dip".
Read more about this topic: The Club (UK TV Series)
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