Merlin Entertainment’s Sea Life will become the first-ever exclusive sponsor of Mornings on Sky Media’s kids’ channels, as it aims to drive national brand awareness amongst its target audience of families.
Facilitated by Wavemaker UK, the multi-channel sponsorship deal will comprise Sky Media and its media partners: Narrative Entertainment, Paramount UK and Warner Bros. Discovery.
The creative will play out across Sky Media’s nine dedicated commercial kids’ channels every morning from 6 -9 am, reaching 1.4 million parents and 2.7 million children every day.
On the partnership, Sky Media director of client and marketing Karin Seyour said: “Parents trust TV more than any other platform.
“Combining that with those important shared sofa moments that drive conversation, Sea Life will connect and engage with families up and down the country across our entire kids’ portfolio.”
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
Merlin Entertainments Midway UK marketing director Sue Stephenson added: “Not only is this sponsorship a first for us, but it’s the first time all of these channels are collaborating too”.
“Easter usually marks the beginning of warmer months, and we are looking forward to building awareness and inspiring families to spend their quality family time at our 11 Sea Life attractions this summer.”
Sea Life’s sponsorship will debut on 29 March for the Easter holidays and run until the end of 2024, driving awareness of all UK locations, including Birmingham, Blackpool, Brighton, Great Yarmouth, Hunstanton, Loch Lomond, London, Manchester, Scarborough and Weymouth.
