ITV and EE have announced a new product placement partnership, with plans unveiled for EE’s latest store opening on Coronation Street. EE is set to become the connectivity partner of the fictional town of Weatherfield, which will also see EE employees and shopping bags integrated into episodes of the long-running soap.
The shop facade will initially be hidden behind an EE branded hoarding from September 20th as the new shopfront is fitted out, with the EE store front unveiled later this year.
Mark Trinder, Director of Commercial Sales and Partnerships at ITV, said: “The shopfronts in Coronation Street are the pinnacle of Product Placement on British TV and I’m thrilled to have EE’s newest retail store on the cobbles. While we can’t see the full shopfront on-screen just yet, the team are working hard to build it for the ‘opening’ later this year.”
Pete Jeavons, Marketing Communications Director at EE, added: “Our retail stores are recognisable on high streets and in communities across the country, offering personal, local service and the best possible customer experience. In fact, 95 per cent of the population is within a 20-minute drive of an EE store. So, it’s with great pleasure that we announce our latest store opening, this time at the heart of one of the most iconic communities on TV – Coronation Street.”
First broadcast in 1960, Coronation Street is the longest-running soap on British TV and the most watched soap in the country.
EE’s relationship with Coronation Street in the UK goes back to the network’s launch ad spot, which saw Kevin Bacon name check the Rover’s Return and its regular, Ken Barlow in 2011.