Bombardier English Premier Bitter has launched the latest phase of its campaign to have St George's Day declared a bank holiday.
The beer brand, brewed by Bedford-based Charles Wells, is to sponsor a special series of films on Channel 5 on the day (April 23). It claims this makes it the first ale to sponsor a film package of programming.
The sponsorship deal includes ownership of all film programming on that day plus, for seven days before April 23, Channel 5 will be running Bombardier branded trailers for its St George's Day festivities.
Each film will have a branded Bombardier trailer at the beginning and end, as well as during every ad break. Charles Wells will be using the trailers to encourage people to sign up to the campaign via its website.
To date more than 30,000 people have signed the e-petition calling for St George's Day to become a bank holiday, although there is concern that an extra day off work between Easter and May Day would harm businesses which would be forced to run on a four-day week for almost a month.