Bonprix To Advertise On TLC For Its First Ever TV Sponsorship Campaign

Bonprix has recently partnered with the popular

Bonprix has recently partnered with the popular entertainment channel TLC. This is the first TV sponsorship campaign that the online and catalogue retailer bonprix has ever launched and is sure to create a great deal of interest from both fashion lovers and the loyal fans of the TLC entertainment channel.

Thanks to a deal negotiated by Mediacom, weekday primetime shows on TLC will be sponsored by bonprix throughout November and December. The fashion fabulous site is a division of Freeman Grattan Holdings and owned by Otto Group, a global retailer.

The sponsorship campaign will showcase items from the Autumn/ Winter 2013 women’s wear range from the fashion brand alongside popular shows seen on TLC including Oprah’s Next Chapter, Cake Boss and Here Comes Honey Boo Boo. The sponsorship campaign will last for eight weeks and will feature five, ten and fifteen second idents during the various programs shown on the channel.

The brand has an on-going TV strategy which has seen it make six-figure investments from direct response television (DRTV) campaigns in autumn 2012 and also during September 2013. The partnership with TLC is seen as a part of this TV strategy and a part of the brands move toward channel sponsorship.

The Business Unit Director of bonprix, Britta Bahlmann is aware that the brand needs to move and grow alongside their customers and comments that “TV advertising plays a key role in our above the line marketing strategy and allows us to talk to consumers across the full spectrum of media.” He hopes that channel sponsorship will enhance their TV profile and comments that “The natural synergy between the bonprix brand and TLC’s audience was self-evident and its core audience of ABC1 females are exactly who we’re trying to reach.”

Of course, Britta Bahlmann isn’t the only one thrilled with the excellent partnership as Martin Heaton Cooper, VP Commercial Development UK, Ireland & IAS EMEA, Discovery Networks said “We are thrilled to partner TLC with bonprix for their first ever channel sponsorship. TLC is where bright women go to hang out and relax. We call it ‘talk-about TV’. The sponsorship puts bonprix in front of this audience at primetime on TLC at the heart of popular culture.”