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Friday, 3 Sep 2010

Inside ITV

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ICB’S Zamaretto to sponsor ITV1’s Benidorm

5th May 2009

InterContinental Brands (ICB) Ltd today announced that their new Zamaretto range of flavoured amaretto liqueurs will sponsor the one-off special of hit sitcom Benidorm airing on ITV1 at the end of May and the new series (series 3) which starts at the end of Q3 for six weeks.

Sponsorship bumpers around the award-winning ensemble sitcom were created by White Noise and tap into the current trend for giving a young and very individual modern twist to classics from a previous generation. The bumper features Tony Christie singing 'Show me the way to Zamaretto' to the tune of his irresistibly catchy 70s smash hit 'Is This The Way To Amarillo'.

Paul Burton, Joint MD of ICB, said: "ICB is delighted to have secured this deal for bumpers around such a popular ITV programme. Our advertising aims to create a bright, fun, party atmosphere and we are confident that ITV’s audience for Benidorm will respond very favourably to Zamaretto."

The sponsorship deal was negotiated by Yan Li at ITV Commercial and Jonny Kidd at Media Clarity. Yan Li, Sponsorship Manager, ITV, said: "Through sponsorship, we have developed a great relationship with ICB and its range of brands. We are delighted to have signed them up for the new series of Benidorm to coincide with the launch of their new Zamaretto brand."

Jonny Kidd, Media Clarity, said: "We have worked on several sponsorships with ITV and ICB which have always proved successful, and we’re confident that this deal to sponsor hit show Benidorm will deliver yet again."