Matalan are proud to launch a unique, content-led partnership with ITV and Time Inc. UK. The partnership, originated and brokered by Electric Glue, will see Matalan broadcast bi-weekly bespoke fashion and style shows on their online and digital platforms.
Matalan have chosen to partner with ITV and Time Inc. UK to create Matalan Presents: The Show, an innovative and mould breaking series of programmes that are an entertaining and informative resource for women everywhere, providing hints and tips on current trends, fashion essentials and inspirational ideas for their homes. Matalan Presents: The Show is produced by ITN Productions for ITV AdVentures and is presented by Denise Van Outen who will be joined by fashion industry insiders including fashion journalists from Time Inc. UK brands and prominent style bloggers, sharing their expert insight on the best styles for Autumn and Winter.
Featured across the series will be Paula Moore, fashion director for Woman; Caroline Baxter, group fashion director for Woman, Woman’s Own, Essentials and Woman’s Weekly and Josh Newis-Smith, shopping editor for InStyle, as well as Vloggers Kathryn Sharman of Kat got the Cream, Emily Leary of A Mummy Too and Zoe de Pass of Dress Like a Mum.
ITV will broadcast twenty second airtime trailers with Denise which will direct viewers to watch the show at Matalan.co.uk, and will air in advert breaks in key programmes including Coronation Street and X Factor and across ITV, ITV2, ITVBe and ITV Encore.
Each six minute long episode of Matalan Presents: The Show has been created and produced by ITN Productions for ITV AdVentures – ITV Commercial’s one stop shop for talent, production and distribution and filmed on a set created and built especially for the show. The first show launches on Matalan’s website, app and YouTube channel on Monday 5 September to be followed by the further episodes at two week intervals.
Time Inc. UK will create bespoke multiplatform content – including promotional features, editor’s picks, trend reports and cover promotions – across Marie Claire, InStyle, LOOK, Now, Woman, woman&home and Ideal Home. Time Inc. UK will also use their customer data and audience insight to drive consumers to Matalan’s website to view the series.
Simon Lee, Matalan’s Marketing Director, said: “At Matalan we always put the customer needs first and this is an exciting step forward for us in our mission to provide her with great fashion advice whilst ensuring that her best interests are constantly front of mind. This signifies the beginning of a new relationship as we begin to create a two way conversation with her in order to become her trusted advisor.”
Lillian Betty, head of strategic partnerships, The Foundry, Time Inc. UK, said: “We are excited to be part of this unique and ground-breaking project. The powerful mix of our unparalleled audience knowledge, cross platform reach, leading brands and trusted editorial voice make us the perfect partner. Great content works best when it is entertaining and useful to audiences and that is precisely what this partnership delivers.”
Simon Daglish, ITV’s Deputy Director of Commercial, said: “When we launched ITV AdVentures our aim was to produce bespoke content for advertisers which offered creativity and engagement far beyond a standard campaign and this partnership with Matalan and Time Inc. UK is a fantastic example of that. By creating this content led strategy for Matalan we’re able to showcase the brand in a really fresh way for their customers.”
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Matalan is one of the UK’s best loved family retailers. From its humble beginnings in 1985, to today, over 30 years on, Matalan’s mission has always remained the same; to provide outstanding value for modern families.
With an emphasis on providing the highest quality clothing and homeware for the lowest price, 12 million UK families each year trust Matalan with their precious family budgets and to provide the range, style, quality and value that enable them to run a modern, happy home.
Matalan has 221 stores spanning across the UK and a huge offering also available online at Matalan.co.uk.
The locations, late night openings, free convenient parking, ‘everything under one roof’ set up and free click and collect service are just some of the some of the reasons why our customers love shopping at Matalan.
About Time Inc. UK.
Time Inc. UK is one of the UK’s leading media companies. With more than 50 iconic brands tailored to the passions of its audiences – including Marie Claire, NME, Decanter, Country Life, Horse & Hound, What’s on TV, Wallpaper*, Ideal Home and Woman’s Weekly – Time Inc. UK creates content for multiple platforms including print, online, mobile and experiences.
As well as a leading portfolio of brands Time Inc. UK also owns; UK Cycling Events (UKCE), the UK’s leading provider of premium cycling events, International Craft & Hobby Fair Limited (ICHF), the UK’s number one craft events business, and Collective UK the leading provider of premium digital creative advertising solutions. Marketforce, Time Inc. UK’s market leading newstrade sales and distribution company supports over 30% of the magazine market helping bring their products to market and optimise their sales.
About ITV Commercial’s ITV AdVentures
Content creation is ITV’s core business activity and ITV AdVentures is a natural extension of this, offering advertisers a brand new truly innovative and engaging way in which to connect with consumers. We work with advertisers to specifically producer content as part of a campaign idea, response to a brief or an addition to an advertiser’s ongoing activity. Previous examples of full TV ads created through ITV AdVentures with partner ITN Productions are the Territorial Army in Afghanistan and the Suzuki co-brand activity with Ant and Dec.
About ITN Productions
ITN Productions is ITN’s bespoke production hub producing creative and commercial content for the corporate, commercial, broadcast and digital sectors. We produce multi-award winning commercials and digital branded content, working for major global brands including Lego, Suzuki, Barclays and IKEA. ITN Productions adverts won 4 Gold Media Week Awards and the Grand Prix in addition to two Gold Cannes Lions. We are the preferred production partner for ITV AdVentures. ITNP specialise in non-traditional commercials production, including live commercials, integrating social media into and innovative concepts offering full creative development in addition to production and post-production. For more information visit: http://www.itnproductions.co.uk/