Fashion and homeware retailer Matalan has embarked on a marketing drive which will see the company launch a weekly online TV show in partnership with ITV, it has been announced today.
Sitting across all platforms including ITV.com and Matalan.co.uk, the show will be hosted by Closer magazine’s Style Editor Kat Byrne and will run alongside an eight-page advertorial in Closer, which will appear weekly featuring the latest trends and fashion advice.
Matalan has also agreed to work with ITV’s This Morning, running the first in-programme branded strand to establish its brand promise, followed by a 90-second clip outlining content from the weekly online show in a bid to increase traffic to its site.
Earlier in the summer, online retailer Littlewoods launched a live broadcast via its mobile Facebook page and mobile site featuring an exclusive collection by interior designer Laurence LLewelyn-Bowen, which saw visits to relevant pages of the site jump 289 per cent .
Launching this week, the campaign was devised by online marketing provider BBH in partnership with ITV and Bauer Media and the retailer believes that building its media presence will help drive awareness and visibility of the brand.
Lee Pinnington, Marketing Director at Matalan said: “There is a pioneering and challenging spirit at the heart of everything we do at Matalan.
“We are applying that spirit to our marketing communications by brokering these unique deals directly with ITV and Bauer.
“We are working with them as business building partners rather than thinking of them as just a supplier of media inventory.”