DFS Sits Comfortably on ITV1's This Morning

                 DFS Sits Comfortably on ITV1's This Morning

  PR Newswire

  LONDON, January 14, 2013

LONDON, January 14, 2013 /PRNewswire/ --

- Product placement deal sees bespoke furniture on set -

ITV and DFS announced an agreement which will see the iconic sofas on ITV's
flagship daytime programme, This Morning , change to a new hand crafted

The one-year partnership, developed by Mediacom Beyond Advertising , will see
the bespoke DFS furniture on-air from Wednesday 2 ^nd January 2013 with an
introductory strap-line appearing live to announce the placement to viewers.

The product placement will be supported by an off-air licensing agreement
which will allow DFS to use the This Morning logo in store and online. The
agreement also includes the launch of a dedicated area on ITV.com with
information on the partnership, product ranges and competitions. The
partnership will be supported via social media by both parties.

Katherine Marlow, Branded Content Manager, ITV Commercial said: "We are
delighted to announce another high profile product placement agreement for
This Morning . Once again we have worked extremely closely with our production
partners to ensure the seamless integration of a multi-platform campaign
alongside on-air activity whilst still fulfilling a programme's editorial

Nick Ashworth, Media Manager at DFS said: "As the leading British retailer and
manufacturer of handmade sofas, we are hugely excited to be working with ITV
to showcase the design and build quality of our hand crafted sofas in one of
their most recognisable daytime programmes. It is a great opportunity for DFS
to look at building a partnership beyond spot advertising, in order to engage
and interact with a very loyal audience."

Chris Fuller, head of broadcast sponsorship for MediaCom Beyond Advertising,
said: "The DFS and This Morning partnership really puts product placement at
the heart of a much bigger integrated solution that also includes
experiential; licensing; and branded content. All parties involved have taken
a really considered and collaborative approach as to how we can deliver a
highly engaging and cohesive campaign across 2013."

Contact: MediaCom, +44(0)2007158-5500
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