Homebase partners with UKTV Gold for Christmas promotion

Homebase and UKTV channel Gold have launched a marketing partnership for the Christmas period.

Gold branded Christmas crackers will be given away in Homebase stores throughout November to customers spending £30 or more. Each cracker promotes Gold’s Christmas programming throughout December and contains a hat, a joke and a scratch card, with 100 Amazon Kindle Fire tablets among the prizes on offer. The partnership is being promoted via POS in all Homebase stores, on its website and in all pre-Christmas communications including DM, e-newsletters and social media channels.

Gold will feature Homebase on-air via a competition slide pointing viewers to enter online. Homebase has provided 25 prizes with one to be given away every day from 1 December to Christmas Day. The competition will be supported via Gold's communication channels including online, e-newsletters and social media.

Gold's brand manager Ruedilyn Schwegler commented: "Christmas is a key season for the channel when the whole family come together to enjoy Britain’s best loved comedy . Working with Homebase allows us to promote Gold's Christmas programming to a mass audience in a fun and engaging way.”

Lorraine White-Read, head of strategic partnerships for Homebase, said: "This partnership not only gives us great exposure, it will bring a real sense of fun in-store throughout the run-up to Christmas."

The marketing collaboration was created and implemented by partnership experts, Mediator.

Harriet Lewis, account director at Mediator, commented: “By working together, UKTV and Homebase have strengthened and maximised their communication channels to a relevant and engaged audience during the busy festive period.”

Mediator’s clients include Zipcar, Arla Foods and Alton Towers Resort.

Source : Michael Feeley - The Drum
www.thedrum.com/news/2014/11/03/homebase-and-uktv-gold-launch-christmas-collaboration