ITV and Welcome to Yorkshire today announced an agreement which will see the first paid-for-placement of a brand in best-loved soap, Emmerdale. The deal, negotiated by Carat on behalf of Welcome to Yorkshire, will see a number of Welcome to Yorkshire assets including leaflets, stickers and posters, starting to appear in contextually relevant places around Emmerdale village from 3rd July 2012 until the New Year.
Emmerdale attracts an average audience of 7.6million viewers and 34% share of the audience for each of its five episodes every week. In 2012, a peak audience of 9.4million viewers tuned in on January 5th to watch the unveiling of Cain Dingle’s attacker.
“We are always looking for new ways to promote Yorkshire and working with one of the most successful soaps on television, which is set in Yorkshire, is an obvious partnership. With an average audience of over 7 million viewers watching each episode, this is a great way to promote Yorkshire as a perfect holiday destination.” - Gary Verity, chief executive of Welcome to Yorkshire
“Emmerdale and Welcome to Yorkshire is a great brand fit and we look forward to exploring further opportunities as part of this partnership.” - Katherine Marlow, Branded Content Manager, ITV
“Welcome to Yorkshire wanted to partner with a platform that would support and celebrate the brand and Yorkshire itself. Therefore, a product placement deal with Emmerdale is a brilliant fit. We have created a deal that showcases Welcome to Yorkshire to a national audience, placing the brand at the forefront of new and innovative ways of reaching key target audiences.” - David Croft, Account Director at Carat