ITV and Visa Europe partner in unique product placement agreement for Coronation Street and Emmerdale

ITV Commercial and Visa Europe today announced a new product placement partnership, which will see contactless payment technology used in both of ITV’s popular soaps, Coronation Street and Emmerdale.

In a deal negotiated by ITV Commercial and partnerships specialist MEC Access, Visa Europe’s contactless payment terminals will be used in Dev’s shop and Nick’s Bistro within Coronation Street as well as David’s shop and Café Main Street in Emmerdale. Activity will appear on screen from week commencing 2nd February 2015.

In addition, Visa Europe signage will appear in contextually relevant places including the bus shelter poster site in Coronation Street.

Kevin Jenkins, Managing Director UK & Ireland at Visa Europe said: “Contactless cards are the quickest and easiest way to make payments under £20. With nearly 40 million contactless cards issued so far by UK banks, its clear British consumers have embraced this technology, so it’s great to see the Coronation Street and Emmerdale retailers getting on board. Shops like Dev’s in Corrie and David’s in Emmerdale are exactly the type well suited to contactless – high numbers of small transactions which mean queues can build up quickly. Shaving seconds off each payment is the way to keep those tills running.”

Gary Knight, Commercial Content Director at ITV, said: “I am delighted to welcome Visa Europe as a product placement partner to ITV in our first deal spanning across both our popular soaps. We have found that product placement activity can contribute excellent brand value as part of wider on and off-air commercial campaigns, and we look forward to building on our offering in this area over the coming year.”

Chantal Rickards, Head of Programming/Branded Content at Visa Europe’s media agency, MEC, worked with ITV to create the opportunity for Visa across their soap portfolio. ‘Product integration used in this way will allow the audience to understand how normal and widespread contactless payment is becoming. We've worked closely with ITV to create something than feels natural and contextually relevant within ITV's flagship soaps."