Thomas Cook is collaborating with Channel 4 to take the award-winning show Secret Life of 5 Year Olds on holiday.
The partnership comprises a one-off special to be broadcast on December 28 and a six-part online mini-series for the All 4 channel, both titled Secret Life of 5 Year Olds on Holiday.
Filmed at Thomas Cook’s Sunwing Sandy Bay family resort in Cyprus, the programme observes how a group of children interact and play together.
Featuring familiar faces from previous series’, the children’s actions and reactions will be watched closely by psychology experts to reveal the science behind their behaviours.
Launching on All 4 straight after the Channel 4 special, each mini episode will focus on a different theme in a child’s development from learning to swim to trying new foods.
The series will also follow some of the children’s reaction to going abroad for the very first time.
The one-off special at 8.30pm on December 28 will feature extra footage from the children’s time in Cyprus and highlights from the digital series.
The partnership represents Thomas Cook’s first advertiser-funded programme.
The six part mini-series will run on All 4 for 12 months, while exclusive content will feature across Thomas Cook and Channel 4’s social channels.
The partnership will be highlighted across thomascook.com and in its travel agency branches. The mini-series will be available to watch on Thomas Cook Airlines UK long-haul flights later this year.
Thomas Cook UK marketing and e-commerce director Chris Chalmers said: “This partnership with Channel 4 represents a real step change in Thomas Cook’s marketing approach to parents.
“The hugely popular series that is watched by over a million parents is being transported to one of the most treasured times of the year for families up and down the country – the family holiday.
“As well as making parents laugh and remind them of their own children on holiday, we hope it will challenge misconceptions that package holidays are a one size fits all approach and get parents to look again at how Thomas Cook can meet their family’s needs.”
Cannel 4 partnership leader Rob Ramsey added: “We are delighted to be working with Thomas Cook on this charming series which takes our little superstars out of the class room and away on fabulous family holidays.
“The content is tailored to maximise reach and engagement across Channel 4, All 4, social and on Thomas Cooks’ own platforms.”
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