ITV Commercial has announced that Mazda has been named the exclusive sponsor of ITV1's brand new adventure show, '71 Degrees North' from 11th September 2010. While this will be the second major terrestrial sponsorship Mazda has supported, this showcases the Mazda MX-5 national Thrills campaign launched in May 2010.
'71 Degrees North', an eight-part adventure series hosted by Kate Thornton and Gethin Jones, stars 10 celebrities who will fight their way to the most northern part of mainland Europe. Set amongst the icy glaciers and snowy landscape of Norway the show mixes spectacular experiences and pure danger, with sheer entertainment and breathtaking scenery.
"The programme's content perfectly complements the Mazda MX-5 Thrills campaign theme 'Once driven, thrills are harder to find'. 71 Degrees North fits this exciting theme as celebrities including Gavin Henson and Shane Richie complete arduous tasks such as swimming in frozen fjords and climbing ancient and perilous glaciers to reach the North Cape," comments Claire Andrews, Senior Marketing Manager for Mazda UK.
JWT London created the sponsorship idents and the Mazda Thrills campaign which was delivered across outdoor and digital channels, using the analogy of the thrill of extreme experiences to mimic how a driver feels in the Mazda MX-5.
ITV Commercial, said: "71 Degrees North is a flagship show for ITV1 this Autumn and we're delighted to have secured Mazda as the sponsor as a great brand fit to the programme's theme."
The Mazda MX-5 continues to be an affordable roadster with prices for the soft-top range starting from just £17,245 on-the road for the Mazda MX-5 1.8i SE model, while the Roadster Coupe starts from £19,245 on-the road. Combined with outstanding reliability, responsive handling and outstanding balance, the Mazda MX-5 delivers pure driving pleasure on a daily basis. It is no wonder the Mazda MX-5 is the best-selling two-seater sportscar in history.
The Mazda MX-5 is available with either a traditional soft-top or retractable folding hard top on the Roadster Coupe model. Each of the 10 models in the Mazda MX-5 sportscar range benefit from a generously equipped exterior which includes alloy wheels, electric and heated door mirrors and twin exhaust tailpipes, which gives this two-seater car a truly sporty look. Meanwhile the interior includes stainless steel scuff plates, a leather steering wheel with audio controls, leather gear knob and handbrake lever all as standard.Published 9 September 2010