Premium appliance manufacturer, Miele made its red-carpet debut as a sponsor of the 30th National Television Awards (NTAs), held at The O2 in London on Wednesday 10 September. The high-profile event, watched by millions across the UK, offered exceptional visibility for the brand, with the Miele logo featuring prominently on the step board along the red carpet – a backdrop broadcast nationwide and shared widely across digital platforms.
The purpose of the partnership was to increase awareness of the Miele Duoflex HX1 range to a wider audience. Media presence included the Duoflex television advert airing in the mid break, supported by Broadcast Video on Demand and social media. Miele’s Duoflex range is recognised with the prestigious Which? Best Buy endorsement, stating “If you’re looking for a sleek, efficient and easy to use cordless vac, look no further”. What’s more, the Duoflex benefits from a 100-day money back guarantee, running until the end of 2025.
According to Google Trends, searches for ‘Miele’ surged by over 5000%, becoming a breakout search term during and immediately after the live broadcast – underlining the consumer interest generated by the sponsorship. For Miele’s retailers, this increased brand awareness is expected to support stronger customer demand, both in-store and online.
Helen Pyman, Marketing Director at Miele GB said, “Sponsoring the NTAs was an incredible opportunity to align with one of the UK’s most popular cultural events – a celebration of the nation’s favourite television shows and stars, chosen by the public. For Miele, it provided the perfect platform to raise awareness and build momentum for our retail partners as we introduce the Duoflex to a broader market.”
