MLC becomes partner for BBC First
MLC has become a sponsor for new drama channel BBC First.
The announcement:
Sydney, 01 October, 2014: MLC has signed on as a partner for premium drama channel BBC First, BBC Worldwide Australia & New Zealand (ANZ) has announced.
The four month sponsorship will give MLC a prominent presence on BBC First from 19th October.
The package, secured by MCN and Mindshare, includes sponsorship of Tuesday, Wednesday and Saturday evenings, which includes programs The Village, The Great Train Robbery and The Crimson Field.
The sponsorship will also include bespoke channel assets, such as integrated program idents and behind the scenes featurettes exclusively sponsored by MLC, created by BBC Worldwide ANZ’s Creative Team.
MLC join Audi, BBC First’s official launch partner, and existing sponsors Heineken, Apia and Coles.
Alistair McEwan, BBC Worldwide ANZ Director of Advertising Sales & Brand Partnerships, said: “BBC First is a place for premium brands to tell their stories, associate with world-class British content dedicated to the highest quality drama and align with a globally recognised brand. We’re delighted to have MLC on board as a partner, alongside our current raft of premium sponsors.”
Elizabeth Minogue, MCN National Director of Multiply Integration and Content Partnerships, said: “At the heart of the BBC First brand is innovative drama which challenges perceptions and exceeds expectations, these are values shared by MLC. The partnership with BBC First will deliver MLC not just a premium environment, but importantly a high value and highly engaged audience”.
Source: BBC Worldwide press release
