The Challenge

First Choice had recently amalgamated its brands under the First Choice banner. Travel Choice and Bakers Dolphin outlets had been re-branded as First Choice Travel Shops and Holiday Hypermarkets.

A major high-profile broadcast sponsorship would be an innovative way of promoting the change both to the public and the travel trade. I’m A Celebrity was a reality show with a track record of attracting First Choice’s key audiences, Adults 25-34, Adults 35-44, ABC1 Adults 25-34 and ABC1 Adults 35-44. It was also on air in January and February, a key sales period for the travel industry.

The campaign would not only make First Choice famous but it would also drive footfall into its 300 high street stores. Use of the First Choice URL on the sponsorship credits would boost e-booking.

The TV Solution

Being associated with the third series of I’m a Celebrity would also enhance the brand’s values of fun, enthusiasm and like-ability. First Choice negotiated sponsorship of all coverage on ITV 1 and ITV 2 as well as an online presence on the Celebrity pages of ITV.com.

The creative execution, a mix of 15, 10 and five second credits, featured three families of animated animals. Each family promoted a different element of the First Choice business and in total 33 different idents were produced. All featured the First Choice URL.

There were also in-store promotions and viewer competitions with ‘money can’t buy’ prizes. The sponsorship was also leveraged in the Daily Mirror and The Sun.

The Results

At the end of the series, which pulled in an average of 11.1m viewers and a 43% share as well as a 15.9m viewers for the finale on ITV1, First Choice had successfully built brand awareness and was the third-most recalled broadcast sponsor.

Among regular viewers of Celebrity, 31% were spontaneously aware of the sponsorship and total awareness was 74%. Of those who were aware that the show was sponsored, 83% could recall the First Choice link.

During the series the Celebrity web pages brought in more than 9m page impressions and 1.2m unique users. There were 1.5m video downloads, 482,000 people receiving the branded ITV newsletter and more than 28,000 competition entrants.

The connection also helped drive online traffic. Referrals to firstchoice.co.uk from itv.com/celebrity accounted for 15% of traffic to the first choice website and online bookings increased by 100%.

The sponsorship became part of the company culture with store mangers organising their own in-store bush-tucker trials and Australia Day celebrations.

“Our objective was to put the First Choice name front of mind within the target market at a time of year when bookings are at a natural peak. With viewing figures and results that we have seen so far, I think there is little doubt we have met this objective.”

Sam Turnbull, Marketing Director, First Choice