St James's Place will launch its first TV sponsorship on Sky Arts in a bid to promote the benefits of financial advice.
The campaign is expected to air over the Easter weekend and audiences will see the ident creatives play out across Sky Arts with 15 second intros and 5 second centre breaks.
Liz Kelly, chief corporate affairs officer at St. James’s Place, said: “Sky Arts’ varied programming reaches a wide and diverse audience, making different disciplines of the arts accessible and valued in all walks of life.
"We believe financial advice should be valued and accessible in the same way. In this new partnership with Sky Arts, we aim to showcase confidence gained by one-to-one advice throughout life’s journey.”
The campaign was created and produced by Recipe, shares the financial brand’s promise to consumers of offering 'Invaluable Advice' throughout life’s journey.
SJP’s sponsorship is part of a wider brand campaign, which includes other short adverts which feature people with a passion for the artistic discipline they are portraying, across photography, dance, portraiture, landscape painting, fashion design and music.
The objective is to showcase a moment of advice shared between student and mentor, primarily sourced from Trinity Laban conservatoire of music and dance.
Karin Seymour, director of client and marketing at Sky Media, added: “We look forward to building a long-lasting relationship with the brand and developing additional activation opportunities that are aligned with our shared purpose to secure the future – financial futures and the future of the arts.”
tara.o'connor@ft.com
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