The sponsorship will see My Weekly idents run daily, between 2pm and 7pm on ITV3, around classic programming including Agatha Christie’s Marple, A Touch of Frost and Heartbeat.
My Weekly Editor Sally Hampton said, “We're thrilled to be sponsoring ITV3 Afternoons and over the moon to have Pam Ayres on board.
“The ITV3 Afternoon’s audience offers the ideal fit for My Weekly's target market and I feel that Pam Ayres is the ideal ambassador for our brand – a strong, inspiring, modern woman – like our readers.”
Pam Ayres, whose new collection of poems, You Made Me Late Again! has recently been published, will write and feature in the campaign which will reflect her unique brand of humour.
Pam Ayres said, “I am delighted to be involved with My Weekly magazine as I have always found it to be friendly, helpful and supportive.”
The sponsorship will be supported by an in-store point of sale campaign across the major super market chains throughout November and in-title (My Weekly) interviews with the star.
DC Thomson’s Head of Publishing Neil O’Brien explains, “The co-ordinated sponsorship and point of sale campaign shows DC Thomson’s continued investment in My Weekly with the aim of raising the profile of this much loved magazine.
“This campaign is about raising brand awareness – we believe that its warm and upbeat content is still a winner in today’s market.”
Head of Advertising (Consumer Entertainment) Andrew Williams added, “My Weekly already has a strong base of loyal readers to build upon and given that ITV3 Afternoons has a huge daily reach, there is plenty of growth potential for the title.”
