Last updated on April 20, 2014 at 19:30 EDT

DFS Sits Comfortably on ITV1′s This Morning

January 13, 2013

LONDON, January 14, 2013 /PRNewswire/ –

– Product placement deal sees bespoke furniture on set -

ITV and DFS [http://www.dfs.co.uk ] announced an agreement which will see the iconic
sofas on ITV’s flagship daytime programme, This Morning, change to a new hand crafted

The one-year partnership, developed by Mediacom Beyond Advertising
[http://mediacomuk.com/what-we-do/other-specialist-divisions/mediacom-beyond-advertising ],
will see the bespoke DFS furniture on-air from Wednesday 2nd January 2013 with an
introductory strap-line appearing live to announce the placement to viewers.

The product placement will be supported by an off-air licensing agreement which will
allow DFS to use the This Morning logo in store and online. The agreement also includes
the launch of a dedicated area on ITV.com with information on the partnership, product
ranges and competitions. The partnership will be supported via social media by both

Katherine Marlow, Branded Content Manager, ITV Commercial said: “We are delighted to
announce another high profile product placement agreement for This Morning. Once again we
have worked extremely closely with our production partners to ensure the seamless
integration of a multi-platform campaign alongside on-air activity whilst still fulfilling
a programme’s editorial need.”

Nick Ashworth, Media Manager at DFS said: “As the leading British retailer and
manufacturer of handmade sofas, we are hugely excited to be working with ITV to showcase
the design and build quality of our hand crafted sofas in one of their most recognisable
daytime programmes. It is a great opportunity for DFS to look at building a partnership
beyond spot advertising, in order to engage and interact with a very loyal audience.”

Chris Fuller, head of broadcast sponsorship for MediaCom Beyond Advertising, said:
“The DFS and This Morning partnership really puts product placement at the heart of a much
bigger integrated solution that also includes experiential; licensing; and branded
content. All parties involved have taken a really considered and collaborative approach as
to how we can deliver a highly engaging and cohesive campaign across 2013.”


Source: PR Newswire