Argos brand enters TV sponsorship deal with ITV
Argos' Heart of House brand has signed a partnership with ITV to become an official sponsor of the network's daytime current affairs and debate show, Loose Women.
The five-month deal with the broadcaster will see Argos' Heart of House reaching an estimated 17.3 million people across the country.
Jack Wallace, marketing controller at Heart of House, says: “Loose Women’s audience, and its bold and frank style, is perfectly aligned with what we wanted to achieve from our first foray into media sponsorship”
“The style of Loose Women made a fantastic partner. Previously, we relied on traditional TV campaigns to reach individuals, but with this approach, we can engage on a near daily basis with a large number of people who have an appreciation for creative home-making.”
In recent years, the retailer has tweaked its strategy to boost awareness of its own-brands believing they can amount to a third of sales within the next three years. Following its digital transformation, Argos customers benefit from a new in-store experience, increasing customer loyalty and attracting footfall to 750 stores across the country.