ITV have announced that they’ve struck up a deal with tourism promoter Welcome to Yorkshire to feature Emmerdale’s first ever paid-for product placement in the form of posters and leaflets, which will be strategically placed around the soap’s sets.

The broadcaster’s press release about the groundbreaking deal reads…

The deal, negotiated by Carat on behalf of Welcome to Yorkshire, will see a number of Welcome to Yorkshire assets including leaflets, stickers and posters, starting to appear in contextually relevant places around Emmerdale village from 3rd July 2012 until the New Year.

Gary Verity, who’s the chief executive of Welcome to Yorkshire said, “We are always looking for new ways to promote Yorkshire…

“And working with one of the most successful soaps on television, which is set in Yorkshire, is an obvious partnership.

“With an average audience of over 7 million viewers watching each episode, this is a great way to promote Yorkshire as a perfect holiday destination.”

And ITV’s Branded Content Manager, Katherine Marlow, added, “Emmerdale and Welcome to Yorkshire is a great brand fit, and we look forward to exploring further opportunities as part of this partnership.”

Finally, David Croft, Account Director at Carat said, “Welcome to Yorkshire wanted to partner with a platform that would support and celebrate the brand and Yorkshire itself.

“Therefore, a product placement deal with Emmerdale is a brilliant fit.

“We have created a deal that showcases Welcome to Yorkshire to a national audience, placing the brand at the forefront of new and innovative ways of reaching key target audiences.”

And of course, Coronation Street has featured product placement in the form of an ATM in Dev Alahan’s shop since last year, and this year’s Big Brother similarly features goods from supermarket chain, Morrisons.

Now personally, I really don’t believe product placement is even remotely effective, unless I’m just kidding myself that I’m not particularly prone to the subliminal message that such things are supposed to instill…

But I can hand on heart say that the Nationwide’s cash machine in Dev’s shop does not make me want to go out and find one so I can withdraw cash from that specific ATM.

Likewise, I haven’t felt compelled to become a Morrisons shopper after watching Big Brother.

Do you think product placement actually works? Let us know!