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Halfords Autocentres renews Dave sponsorship

Halfords Autocentres has renewed its ‘Happy Motoring’ sponsorship strand on Dave and Dave Ja Vu for a further twelve months from February 2014.

GENERAL MERCHANDISE

Halfords Autocentres renews Dave sponsorship

This will be the third successive year that Halfords has partnered with the Dave TV channel which is famed for its witty banter.

Rory Carlin, marketing director at Halfords Autocentres, said: “Dave has really helped us drive awareness of our garage network among our target market and contributed to the acquisition of new customers.

“It is the ideal vehicle for efficiently delivering relevant messages and building an on-going dialogue with motorists around our expertise and value for money – priming them for when auto repair needs arise.”

The sponsorship on Dave and Dave Ja Vu will see ‘idents’ providing up to 80 seconds of accreditation for the brand during each hour of motoring programming. This includes sole sponsorship of Top Gear and all Top Gear specials.

Steve North, general manager at Dave, added: “This has been a beneficial partnership for both parties and it’s fantastic to be working with Halfords for another year. After a hugely successful twelve months for Dave, I look forward to continuing this great relationship as the channel continues to grow.”

UKTV-owned Dave has seen its viewing figures rise by one-fifth year-on-year and attracts an average monthly audience of 27 million.

Carlin said: “We’ve had a fantastic response to the humour of our advertisements over the past few years but have some exciting new creatives planned that Dave viewers will begin seeing on screen from April.”

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