P&O Cruises to sponsor third series of Downton Abbey
P&O Cruises has signed a £2m deal to sponsor the third series of ITV’s period drama Downton Abbey to be screened in the autumn.
Last year’s series was the most-watched drama of 2011 with an average audience of 11.8m viewers. Its Christmas special was the most-watched programme on Christmas Day.
The P&O deal includes broadcast, online and mobile advertising.
Short films featuring P&O Cruises will appear before each episode and at the beginning and end of every commercial break. Aimed at first-timers, the adverts will be filmed on a P&O Cruises holiday and show different aspects of the trip.
Viewers will be encouraged to look on the P&O Cruises website and they will have the opportunity to win a cruise.
P&O cruises managing director Carol Marlow said: "We know many of our current and potential passengers watch Downton Abbey and we are excited to bring our brand to life for this vast audience."
ITV account sales manager Mike Barrett said: "Downton Abbey was the most watched drama of 2011 and has achieved a fantastic 16 nominations for the upcoming Emmy awards.
"It is with great pleasure that we are able to announce that P&O Cruises will be the new sponsor of this drama phenomenon, and we look forward to working with them to deliver an engaging multi-platform partnership for the coming series."
Downton Abbey star Hugh Bonneville acted as MC for the naming ceremony of P&O’s newest ship, Adonia, last year.
Previously, the Downton Abbey sponsorship was included as part of the ITV Drama Premieres package sponsored by Aviva
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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