To help increase business, Fred. Olsen Cruise Lines has announced its promotional campaign for June, which is to sponsor ITV Encore for the entire month. This is a really good idea because the cruise company attracts the more mature client, which is perfect because so does the digital TV channel.
This is the first time that Fred. Olsen has done such a thing, so it will be interesting to see if it has been worth the investment or not. Having said that, we have seen a greater number of companies doing the same, such as Volvo for Sky Atlantic, and Jaguar for Sky 1.
New commercials – There are to also be three ten-second commercials each time there is a break, so the same as those other channels above. These will include footage of Balmoral, Braemar, Boudicca and Black Watch.
It will certainly be interesting to see how the sponsorship works out, but if there is an increase in Fred. Olsen sales, then we could see this becoming a more long-term arrangement.