Matalan has announced a new content-led partnership with ITV and Time Inc. UK. The partnership will see Matalan broadcast bi-weekly bespoke fashion and style shows on their online and digital platforms.
The deal will see ITV and Time Inc. UK create ‘Matalan Presents: The Show’ – a series of informative programmes for women, and aimed showcasing current trends, fashion essentials and inspirational ideas for the home. ‘Matalan Presents: The Show’ is produced by ITN Productions and will be presented by Denise Van Outen. She will be joined by fashion industry insiders and fashion journalists from Time Inc. UK brands and prominent style bloggers, sharing their expert insight on the best styles for Autumn and Winter.
Time Inc. UK will create bespoke multiplatform content – including promotional features, editor’s picks, trend reports and cover promotions – across Marie Claire, InStyle, LOOK, Now, Woman, woman&home and Ideal Home. Time Inc. UK will also use their customer data and audience insight to drive consumers to Matalan’s website to view the series.
ITV will broadcast twenty second airtime trailers with Denise, which will direct viewers to watch the show at Matalan.co.uk, and will air in advert breaks in key programmes including Coronation Street and X Factor and across ITV, ITV2, ITVBe and ITV Encore.
Simon Lee, Matalan’s Marketing Director, said: “At Matalan we always put the customer needs first and this is an exciting step forward for us in our mission to provide her with great fashion advice whilst ensuring that her best interests are constantly front of mind. This signifies the beginning of a new relationship as we begin to create a two way conversation with her in order to become her trusted advisor.”
Lillian Betty, head of strategic partnerships, The Foundry, Time Inc. UK, said: “We are excited to be part of this unique and ground-breaking project. The powerful mix of our unparalleled audience knowledge, cross platform reach, leading brands and trusted editorial voice make us the perfect partner. Great content works best when it is entertaining and useful to audiences and that is precisely what this partnership delivers.”
The first show launches on Matalan’s website, app and YouTube channel on Monday 5 September to be followed by the further episodes at two week intervals. The deal was brokered Electric Glue.