HAPPY MOTORING WITH HALFORDS AUTOCENTRES CONTINUES WITH RENEWAL OF DAVE SPONSORHIP
Halfords Autocentres is renewing its ‘Happy Motoring’ sponsorship strand on Dave and Dave Ja Vu for a further twelve months from February 2014.
The announcement marks the start of a third successive year in the independent garage business’ partnership with the edgy TV channel famed for its ‘witty banter’.
Rory Carlin, Marketing Director at Halfords Autocentres said: “Dave has really helped us drive awareness of our garage network among our target market and contributed to the acquisition of new customers.
“It is the ideal vehicle for efficiently delivering relevant messages and building an on-going dialogue with motorists around our expertise and value for money – priming them for when auto repair needs arise.”
The sponsorship on Dave and Dave Ja Vu - negotiated by SPP Ltd on behalf of Walker Media - sees witty ‘idents’ provide up to 80 seconds of accreditation for the brand during each hour of motoring programming. This includes sole sponsorship of Top Gear and all Top Gear specials, which regularly rate as the channels’ peak performing shows.
Steve North, General Manager, Dave commented: “This has been a beneficial partnership for both parties and it’s fantastic to be working with Halfords for another year. After a hugely successful twelve months for Dave, I look forward to continuing this great relationship as the channel continues to grow.”
UKTV-owned Dave is now the number one non-PSB channel in Britain. Viewing figures are up one-fifth year-on-year, with the channel attracting an average monthly audience of 27m.
Rory Carlin said: “We’ve had a fantastic response to the humour of our advertisements over the past few years but have some exciting new creatives planned that Dave viewers will begin seeing on screen from April.”
Ends
Media contact:
Stuart Humphreys, Automotive PR Manager, T: 01527 513410, M: 07738 751930, E: stuart.humphreys@halfords.co.uk
About Halfords Autocentres
Halfords Autocentres is a leading independent MOT, car service, repair and tyre garage network. We employ highly trained ATA accredited technicians and use the latest in vehicle diagnostic equipment in over 295 sites – which is expanding monthly - to deliver dealership quality work at affordable prices.
Being independent experts means that we are able to service, repair and maintain any make or model of car in line with the manufacturer’s standards, whilst offering a local price match promise and peace of mind in the form of a minimum guarantee of 12 months or 12,000 miles on work carried out. (See website for terms and conditions).
The Halfords Autocentres name may be a recent addition to the Halfords Group, but our heritage spans more than three decades and we serve over 750,000 customers every year - with over 8 out of 10 of them being happy to recommend us to their friends.
About Dave
Satirical and edgy, Dave is the home of witty banter. Featuring the best in contemporary entertainment including Suits, QI, Red Dwarf X, Mock the Week and Have I Got News For You. Dave also showcases popular original series, such as Argumental, Dave’s One Night Stand, Dara O Briain: School of Hard Sums, Alexander Armstrong’s Big Ask, Crackanory, Dave Gorman Modern Life is Goodish and Ross Noble Freewheeling, all laden with the biggest names in British comedy.
About UKTV
UKTV is the multi-award winning media company that reaches over 42 million viewers per month.
UKTV¹s ten imaginative channel brands - Watch, Dave, Gold, Alibi, Eden, Yesterday, Drama, Really, Home and Good Food - include the most watched non-PSB channel, the most watched channel in the Factual genre and the most watched channels in the Lifestyle genre (Pay and Free). The company’s most recent financial results showed a record-breaking year-end revenue of ￡262m, and operating profit at ￡71m.
UKTV has a truly innovative model, curating brand-defining commissions, high-profile acquisitions and the very best of BBC and Channel 4 content, and embracing technology to deliver inspired channels to audiences through Freeview, Sky, Virgin Media, BT Vision, TalkTalk, YouView, plus direct On Demand digital services. The network distributes its highly valued programmes to 200 territories around the world and supplies Sky with more hours of HD content than anyone else.
Now celebrating its 21st year at the forefront of digital television, UKTV - an independent commercial joint venture between BBC Worldwide and Scripps Networks Interactive, Inc. (SNI) - is proud to be the only British broadcaster to be recognised by Best Companies.
