Matalan has embarked on a marketing drive with a new weekly TV show.

ITV’s website will host a weekly show that will showcase the fashion and homeware retailer’s products.

The show will also run on Closer magazine and Matalan’s websites in addition to a weekly eight-page advertorial in Closer each Tuesday.  

Matalan has also signed a deal to be associated with ITV’s This Morning’s Tuesday fashion segment. This will be followed by a 90-second airtime spot featuring content from the weekly online TV show, which viewers will be able to watch in full on ITV.com.

The campaign began this week and will run into 2013.

The Closer advertorial will direct readers to Closer’s website to view a weekly online TV show hosted by Closer’s style editor Kat Byrne.

Matalan marketing director Lee Pinnington said: “There is a pioneering and challenging spirit at the heart of everything we do at Matalan. We are applying that spirit to our marketing communications by brokering these unique deals directly with ITV and [Closer publisher] Bauer.

“We are working with them as business-building partners rather than thinking of them as just a supplier of media inventory.”

The campaign has been devised by BBH alongside production partner Atomised and digital media agency Agenda21.

BBH anticipates Matalan’s weekly online traffic will increase by three million users and will make up for its “lack of presence on the high street”.

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