TVNZ has welcomed another brand to the stage of New Zealand’s Got Talent, with Tip Top joining primary sponsor Toyota as a commercial production partner for this year’s series.
The show returns to TV One on Sunday 15 September at 7.30pm and TVNZ head of sales, Jeremy O’Brien, says the partnership generates an obvious synergy between a fun and family-focused treat such as ice-cream, and the entertainment and energy of the broad appeal talent show.
“Both have high relevance and connection to all New Zealanders—across all regions, all ages and all backgrounds,” he says. “Tip Top has launched a committed drive to provide only natural colours and flavours in every Tip Top ice cream they make. New Zealand’s Got Talent will provide a well-timed platform for Tip Top to get that message out to New Zealanders.”
Tip Top launched its Feel Tip Top brand platform last year, which it hopes might be a decade-long proposition, so the aspirational, feelgood show fits nicely into that sentiment. And Tip Top’s group marketing manager, Minna Reinikkala says the show’s comprehensive reach also made the deal attractive.
“Like everyone, we were aware that New Zealand’s Got Talent was the highest rating entertainment show in the last decade, and that’s across the whole New Zealand population. So when you’re launching an important development in your company’s history – that is a very significant factor,” she says. “We were also impressed by the show’s multi-platform performance and the excellent response in social media.”
TVNZ comms manager Georgie Hills says the price paid by Tip Top is confidential and when asked if there were any more sponsors on board (X Factor NZ had McDonald’s, Coca-Cola, Samsung and Ford) she said “the sponsor line-up for NZGT as it stands is Toyota and Tip Top, and the show is made with the support of NZ on Air”.
The second series received $800,000 funding from New Zealand on Air, but, in line with its funding framework for popular entertainment programmes, that was half the amount it received for series one. Any future series will not be eligible for funding.
NZ on Air said the first series “provided an opportunity to showcase an excellent cross-section of talented New Zealanders from across the country. It attracted a highly engaged audience”.
“New Zealand’s Got Talent was a big hit with audiences and we are happy to make a further minority investment to enable the programme to run for a second season,” said NZ On Air chief executive Jane Wrightson. “These are very expensive programmes to produce and a further, small subsidy is clearly needed.”