This is the story of how a brand can leverage the power of a hit TV programme to create instant fame, impact and popularity. It’s a great example of how broadcast sponsorship can be genuinely taken through the line and onto the high street, leading to a significant raising of the bar both in terms of recognition and appreciation for the sponsor and quantifiable commercial benefits

The campaign was based on the sponsorship of the third series of ‘I’m A Celebrity … Get Me Out Of Here’, transmitted over January and February 2004. First Choice stood out in a cluttered and competitive holiday market, establishing the brand, the first choice for all holiday needs, and provided a unique in-store proposition. In addition to the sponsor credits on ITV1 and ITV2, the sponsorship package included all online, SMS and interactive areas, promotional DVD’s, and competitions with money-can’t-buy prizes to Australia. The show was arguably the television hit of 2004, achieving average audiences of 11.1 million. First Choice had an excellent year with pre-tax profits increased by 13% year on year.

For the complete case study visit the WARC website.