Blossom Hill to sponsor Dallas on Channel 5

By Maisie McCabe, campaignlive.co.uk, Thursday, 23 August 2012 11:00AM

Blossom Hill, the Percy Fox & Co wine, has signed a seven-figure deal to sponsor the return of the 80s soap Dallas on Channel 5 as part of a £2.2 million autumn push behind the brand.

Dallas: the Ewings are set to return to UK screens

As part of the deal, which was developed by Carat, Blossom Hill will be the headline sponsor of Dallas when the new series is broadcast on Channel 5's TV channels and online platforms.

The partnership will also be promoted throughout Channel 5's parent group Northern & Shell's portfolio, including via advertorials and ad placements around TV listings and TV coverage in its newspapers and magazines.

The Dallas sponsorship is a central part of a £2.2 million campaign to reinforce Blossom Hill's positioning as the wine that "puts taste enjoyment first".

Louise Wright, an associate director at Carat, said: "This wide-reaching, strategic partnership takes advantage of opportunities across Northern & Shell's entire media portfolio and is a unique way to reach Blossom Hill's audience with a carefully targeted campaign."

The series is expected to launch on Channel 5 on 5 September.

This article was first published on campaignlive.co.uk