Hiscox launches premium property ad-funded TV series ‘Best Laid Plans’ with channel 4

19th October 2017
  • New 10-part advertiser-funded TV series charts the highs and lows of couples undertaking ambitious home renovations
  • Presented by Charlie Luxton and property developer Sophie Morgan
  • Planned and bought by GoodStuff with 4Sales and produced by Tern TV

London, UK (19 October 2017) - Specialist insurer Hiscox has teamed up with Channel 4 to launch a new, advertiser-funded TV series Best Laid Plans.

The programme launches on Saturday 14th October at 4.30pm on Channel 4 and represents a co-funded collaboration with the specialist insurer, which offers high value home insurance and cover for premium renovations and extensions.

Property development meets design passion in the 10x60 series presented by architectural designer Charlie Luxton and property developer Sophie Morgan. Together, they help couples with bold ambitions but conflicting visions tackle some jaw-dropping renovation projects. From turning a disused chapel into a family home, to giving a 400 year-old thatched cottage a contemporary upgrade, the series offers some of the most impressive ‘before’ and ‘after’ transformations we’ve seen on TV to-date.

Planned and bought through GoodStuff with 4Sales, and produced by Tern Television Productions, the series builds on Hiscox’ existing advertising campaign and has been commissioned as it further expands its footprint in the Renovation and Extension insurance market.

Olivia Hendrick, Head of Marketing and Partnerships at Hiscox UK & Ireland commented: “As the go-to destination for property lovers, Channel 4 is the ideal partner for Hiscox. Rather than sponsoring an existing programme, co-creating Best Laid Plans is a creative and cost-effective way for us to reach an affluent homeowner target audience, who have a passion for property and interiors. With renovations and extensions a key strategic focus for the business, the premium aesthetic and aspirational nature of this TV series provides the perfect fit.”

Rom Ramsey, Partnership Leader, Channel 4 said: “Best Laid Plans is a shining example of the type of high quality programming that can be co-produced by brands and broadcasters. The series proves the scope for the creation of compelling content that delivers a strong brand message, engages audiences and that sits comfortably at the heart of the Channel 4 schedule.”

Hiscox branding will also been seen around the programme in its sponsorship idents. Having worked closely with creative studio and neon light installation specialists Another Space, the insurer’s newly created advertisements portray the growth of a home through light movement.

Paul Gayfer, Planning Partner at Goodstuff added: “The launch of Hiscox’ Renovations and Extensions insurance was an unmissable opportunity to deliver something special through our media plan. We knew that to build an association with spectacular renovations of beautiful homes, Channel 4 was the only brand to work with. As a premium specialist brand, we needed a very specific property to deliver our vision and fortunately, we had a client brave and ambitious enough to support this.”

Ends

For further information please contact:

Hiscox Ltd  
Katie Bergin +44 (0) 20 7448 6459

[email protected]

About The Hiscox Group

Hiscox is a global specialist insurer, headquartered in Bermuda and listed on the London Stock Exchange (LSE:HSX). Our ambition is to be a respected specialist insurer with a diverse portfolio by product and geography. We believe that building balance between catastrophe-exposed business and less volatile local specialty business gives us opportunities for profitable growth throughout the insurance cycle. It’s a long-standing strategy which in 2016 helped generate gross premiums written of £2,402.6 million and a record profit before tax of £354.5 million.

The Hiscox Group employs over 2,300 people in 13 countries, and has customers worldwide. Through the retail businesses in the UK, Europe, Asia and the US, we offer a range of specialist insurance for professionals and business customers as well as homeowners. Internationally traded, bigger ticket business and reinsurance is underwritten through Hiscox London Market and Hiscox Re and ILS.

Our values define our business, with a focus on people, quality, courage and excellence in execution. We pride ourselves on being true to our word and our award-winning claims service is testament to that.

For more information, visit www.hiscoxgroup.com.


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