Channel 4 Secures Travel Inn For Shattered Sponsorship
Channel 4 has secured the Travel Inn to sponsor its latest reality-TV show, Shattered, which will challenge twelve participants to stay awake for an entire week.
The sponsorship deal begins with the live hour long launch show on 4 January and sees Travel Inn branding appear on the nightly 10pm elimination shows, the nightly 11pm shows on E4 and across all daily streaming.
The show will broadcast for a week in January next year and will be hosted by reality-TV favourite Dermot O’Leary. It will see a group of twelve participants compete to win a £100,000 cash prize by staying awake for seven days.
The sleep starved participants will live in a purpose built studio in London’s Dockland area and will be physically and mentally pushed to the limit with a series of ‘endurance challenges’ and tasks designed to test them to the limit.
The participants compete as a team as well as against each other. The outcome of the tasks they undertake will affect the prize fund and each time someone falls asleep, the prize fund depletes.
Commenting on the deal, Gill Baker, marketing director at Travel Inn, said: “We are the only UK hotel company to offer a 100% Satisfaction Guarantee, because we’re dedicated to providing everything our customers need for a good night’s stay every time. This programme is the perfect fit for our brand.”
The deal was negotiated by Rupinder Khabra and Melissa Haigh at Channel 4 and Travel Inn’s media buying agency OMD Affinity.
Earlier this week Channel 4 confirmed that Graham Norton’s five nights a week entertainment show is to come to an end following the comic’s decision not to renew his exclusive contract with the broadcaster (see Channel 4 Confirms Norton To Quit As Contract Expires).
Channel Four: 020 7396 4444 www.channel4.com
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