Specialist insurance provider Hiscox has signed a six-figure deal to sponsor a series of Channel 4 programmes to be known as âIntelligent Thinking on 4′.
The deal, which is set to start from the end of May, will cover programmes including âThe Genius of Britain’ starring Stephen Hawking and Richard Dawkins, as well as the six-part series âThe Miracle of British Art’ and âBuilding 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.”
