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First Choice sponsorship of I’m A Celebrity… Get Me Out Of Here!

First Choice sponsorship of I’m A Celebrity… Get Me Out Of Here!. Making brands famous using Broadcast Sponsorship, Online, Interactive TV and Off-air marketing. Background. First Choice brought their different holiday companies under the First Choice banner

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First Choice sponsorship of I’m A Celebrity… Get Me Out Of Here!

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  1. First Choice sponsorship of I’m A Celebrity… Get Me Out Of Here! Making brands famous using Broadcast Sponsorship, Online, Interactive TV and Off-air marketing

  2. Background • First Choice brought their different holiday companies under the First Choice banner • They created a consistent high street presence by rebranding Travel Choice and Bakers Dolphin outlets as First Choice Travel Shops and Holiday Hypermarkets • The company was looking for a major profile broadcast sponsorship as an innovative way of promoting the unified brand to the market and their customers

  3. Objectives • To make First Choice famous • Drive footfall in over 300 high street shops nationwide • Encourage e-booking • Reposition First Choice as a top choice for all holiday needs • Enhance the First Choice values of fun, trustworthiness, enthusiasm and likeability

  4. Associating with socially cohesive TV • Broadcast sponsorship of all coverage of I’m A Celebrity Get Me Out Of Here! on ITV1 and ITV2 • High frequency message with 33 creative executions included memorable characters with First Choice url • Online, interactive and voting services • First Choice promotions in-store and viewer competitions with ‘money can’t buy’ prizes

  5. Results - high brand awareness • First Choice was the 3rd most recalled broadcast sponsor at that time • 1.4 million people voted interactively (27% up from the second series), there were 3.5 million branded SMS ‘bounce-back’ messages • 9.1m page impressions online, 1.2m unique users and 100% increase in online bookings • The sponsorship was embraced by First Choice staff - shops were dressed in jungle foliage, bush-tucker trials were conducted and Australia Day was celebrated in-store

  6. Testimonial “When over 10 million people are exposed to your brand every night, with such incredibly high share of the adult audience, there is undoubtedly a positive impact on your business.. whether measured through awareness of the brand, customers through the shops or traffic to the website.” Sam Turnbull, Marketing Director, First Choice plc

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