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CAMPAIGN NEWS: Hiscox signs first TV sponsorship deal

Specialist insurance provider Hiscox has signed a six-figure deal to sponsor a series of Channel 4 programmes to be known as ‘Intelligent Thinking on 4'.

The deal, which is set to start from the end of May, will cover programmes including ‘The Genius of Britain' starring Stephen Hawking and Richard Dawkins, as well as  the six-part series ‘The Miracle of British Art' and ‘Building the Titanic'.

It is Hiscox's first broadcast sponsorship and the ads will be complemented by special events including the launch of 'The Genius of Britain' which will feature speakers from the series such as Hawking and James Dyson.

Head of marketing at Hiscox UK Annabel Venner said: "Intelligent Thinking on 4 puts our specialist small business and home insurance in front of our core audience demographic, and the set of idents produced really bring our brand promise to life.

"We're excited to be back on TV for the first time in two years with our first ever broadcast sponsorship and look forward to the response from our customer base."