Brother goes prime time with Channel 4

In a partnership conceived and negotiated by Carat, printer brand Brother has secured a deal to be the leading sponsor of Channel 4’s inspirational programmes including Secret Millionaire, Undercover Boss UK and US, and new show Bank of Dave.

The sponsorship is an integral part of Brother’s brand response strategy, as it gears up to strengthen its printing solutions and products for UK SMEs with a range of tailored, innovative technology launches over the next twelve months.

The deal, managed by Carat’s Manchester team, covers on-screen sponsorship across Channel 4’s Inspiring Success strand, which will run on C4, C4+1 and More 4 from May through December 2012. This will enable Brother to repeatedly reach an estimated 25m adults across the UK and drive brand awareness for its printing solutions designed to support fast-growing SMEs.

Alex Shepherd, associate director, Carat, said: “This sponsorship provides excellent, sustained reach to a broad professional audience and enables us to position Brother as a trusted, long-term partner for the UK’s growing businesses.”

The campaign creative, produced by The Gate, will focus on offering a broad reach appeal to reinforce brand values within a wider business audience focusing on the brand’s modernity along with the quality and innovation within the product range. This accelerates the printer company’s branding strategy, which has recently executed successful category broadcast campaigns including 141% for its A3 all-in-one inkjets, and Labels are Powerful supporting its P-Touch electronic labellers.

Joanna Williams, head of marketing, Brother UK , said: “The Inspiring Success strand is a perfect fit for Brother, as it forms a very strong platform for our ‘At Your Side’ vision for the small business community, which is at the heart of everything we do.

“It marks a real cornerstone for our branding strategy, as we look to disrupt the printer market with engaging, standout campaigns, that demonstrate how we can support the fantastic ambition we see every day in our business customers.”

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