Oct 06, 2009 at 05:38 PM
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British Insurer's Mascot Makes Theatrical Debut

"It’s an inevitable truth in today’s entertainment industry: the great stars of screen all, eventually, feel that urge to perform on stage.. and now there’s another name to add to that star-studded roster: Churchill!" reads the website of British insurance provider, Churchill.

Qdos Entertainment has signed a sponsorship with Churchill, which will see a puppet of the insurance provider’s affable mascot star in all 22 of Qdos’ pantomimes this Christmas.


Qdos' pantomimes are the largest producers of Pantomimes in the world with 22 productions, 750 actors and reaching an audience of over 1.5 million people.

According to theatrical publication, The Stage, this is the first time Qdos has incorporated a branded character into the show as part of a commercial tie-in in a one year deal which experts say is worth in excess of £100,000.

For statesiders, wikipedia describes more about panto.

Peter Deane, head of brand at Churchill told The Stage that “Churchill is thrilled to be involved in such an exciting partnership. Never before has a UK brand been so immersed into a theatre production to such a large audience reach - it really is taking UK brand sponsorship to a new level. This venture will bring the Churchill brand to life for the audience this Christmas, in an innovative and compelling fashion.”

While the insurance provider is keeping Churchill's exact role close to the vest, their site does offer the following teaser:

The tie-up is the product of six months of negotiation between Churchill’s agent and panto producers Qdos Entertainment and Churchill is very excited about treading the boards alongside the likes of John Barrowman, Shane Richie, Ray Quinn and Roxanne Pallet.

Neither Qdos nor Churchill will reveal the exact role he’ll be playing, but we assume he’ll be giving good advice to goodies and bad counsel to baddies: oh yes, oh no - that sort of thing.

For many reasons, theatre has traditionally been a tough nut for commercial sponsors to crack, but given Broadway's recent woes, will we see more theatrical productions across the board embrace the idea of integrated tie-ins?