Granada Secures First Choice For Celebrity Sponsorship
Granada Enterprises has secured First Choice holidays to sponsor the third series of ITV’s popular reality game show, I’m A Celebrity Get Me Out Of Here.
The deal will see First Choice sponsor all aspects of the series, which returns to ITV1 and ITV2 next year. The agreement also includes a brand presence on the show’s website, as well as interactive and SMS voting services.
First Choice will also be promoting the programme in-store and through viewer competitions with a range of special ‘money-can’t-buy’ prizes.
Commenting on the campaign, Leigh Alexander, sponsorship executive at Granada Enterprises, said: “I’m A Celebrity has become talked about television at its finest. We’re delighted that First Choice will be exploiting the fully integrated sponsorship.”
Sam Turnbull, marketing director at First Choice, added: “We believe this deal will provide a platform for a powerful, co-ordinated marketing campaign supporting First Choice and will significantly build brand awareness in 2004.”
The second series of I’m A Celebrity Get Me Out Of Here, which aired earlier this year, proved something of a ratings winner for ITV1. The show maintained audiences in excess of 8 million, making it significantly more popular than the first series, which averaged around 7 million viewers (see I’m A Celebrity Proves A Ratings Winner For ITV1).
The show has been equally popular with advertisers and Granada Enterprises secured V Energy Drink as the £1 million broadcast sponsor of the last series (see Granada Brings Energy To I’m A Celebrity Reality Show), while Ask Jeeves sponsored the dedicated website (see Granada Secures Asks Jeeves For Celebrity Sponsorship).
Granada: 020 7396 6000 www.granadaenterprises.com
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