TUI has secured a lucrative deal to sponsor Channel 4’s latest series of ‘Married at First Sight UK’, which is set to return to TV screens later this summer.
Brokered by Channel 4 Sales and EssenceMediacom, the deal will see the travel firm appear across E4 and Channel 4 as well as the show’s own social media channels and YouTube.
Each couples’ journey will be reiterated across the series of idents created for the sponsorship, appearing throughout the prime time reality show’s ad breaks.
“TUI is MAFS UK’s perfect partner – with both properties offering viewers an escape from the everyday. This deal sees TUI sponsor all the activation touchpoints for the series and showcases the unique scale, reach and innovation which Channel 4 can provide sponsors,” Channel 4content solutions leader, Rupinder Downie said.
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Developed by creative agency Leo Burnett UK, the spots shine a spotlight on the ‘excitement, uncertainty, and trepidation’ experienced by the couples during their all-important first holiday – linking in to TUI’s own role as a holiday package provider.
TUI UK&I director of brand and content, Sara Ali added: “We are thrilled to be sponsoring Married at First Sight. It’s one of the most talked about shows on TV, and the partnership gives us a unique opportunity to connect with a committed and engaged audience. Aligning with a show that celebrates new beginnings and adventurous journeys is a perfect brand fit for TUI.
“The content we’ve produced perfectly compliments the show’s story telling, bringing to life the excitement, curiosity and trepidation of a first holiday away together; underpinning our status at the forefront of personalised package holidays. As well as reminding people of the sheer joy of travel.”