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Brother sponsors Channel 4 business programmes

May 30, 2012

OEM secures deal with UK television channel to become leading sponsor of several programmes.

The sponsorship is stated by Brother as being an integral part of its brand response strategy as it prepares to strengthen its printing solutions and products for UK SMEs with a range of innovative technology being launched over the coming year.

Brokered by Carat Media, the deal covers on-screen sponsorship across the channel’s ‘Inspiring Success’ programmes, including Secret Millionaire, Undercover Boss UK and US, The Intern and Bank of Dave, and will run on Channel 4, Channel 4+1 and More 4 until December 2012. It is estimated that around 25 million adult viewers will be repeatedly reached by Brother, enabling it to drive brand awareness across the UK.

Brother’s campaign aims to offer a broad reach appeal to reinforce brand values within a wider business audience, focusing on its modernity as well as the quality and innovation it believes its product range offers. The sponsorship will build upon the success of Brother’s recent campaigns including 141 percent for its A3 all-in-one inkjets and Labels are Powerful supporting its P-Touch electronic labelers.

Alex Shepherd, Account Director at Carat Manchester commented:  “This sponsorship provides excellent, sustained reach to a broad professional audience and enables us to position Brother as a trusted, long-term partner for the UK’s growing businesses”.

Head of Marketing for Brother UK Joanna Williams added: “The Inspiring Success strand is a perfect fit for Brother, as it forms a very strong platform for our ‘At Your Side’ vision for the small business community, which is at the heart of everything we do […] it marks a real cornerstone for our branding strategy, as we look to disrupt the printer market with engaging, standout campaigns, that demonstrate how we can support the fantastic ambition we see every day in our business customers.”

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