09 Mar 10

MediaCom Edinburgh secures Wild Scotland series sponsorship for SYHA

The Scottish Youth Hostel Association has signed up to sponsor STV’s Wild Scotland series, in a deal brokered by Mediacom Edinburgh.

The 4-part documentary series, produced and acquired from the internationally acclaimed BBC Wildlife Unit, will broadcast on four consecutive Tuesdays, from 9th March, in the primetime 8pm-9pm slot.

Narrated by Scottish actor Bill Patterson, the programmes, filmed in high definition, will offer unique insights into the secret lives of some of Scotland’s most treasured, but rarely seen, animals.

The series’ sponsorship will serve to deepen SYHA’s engagement of outdoor enthusiasts and mature adults, two audiences for whom the programmes are guaranteed to be appointment-to-view.

The sponsorship package - which included production of three 10” sponsor bumpers and branding on all programme trailers - will build upon SYHA’s first foray into television advertising last year. The 2009 campaign, the first to be planned for SYHA by Mediacom Edinburgh, constituted 3 weekly bursts of spot activity and delivered spectacular results: year-on-year hostel bookings soared by almost 60%.

Louise Nowell, SYHA’s Head of Sales and Marketing, commented: “This turned out to be one of our most successful campaigns, both in terms of raising brand awareness and by generating bookings to our hostels.”

Mediacom’s recommendation to build on this success through programme sponsorship was embraced by the client, who deemed Wild Scotland “a perfect fit with our wildlife/active and adventure markets”.