Thomson is to sponsor Channel 4 matchmaking show ‘First Dates’ throughout 2016.
A programme licence enables cross-promotional editorial opportunities across operators' customer facing platforms.
The partnership includes a new shorts series to be released on All 4 later this year.
The 12-month sponsorship will run across all episodes of the show in 2016 launching tonight (Friday) at 10pm.
The first 12 episodes will air in the first quarter of the year and the following series later in the autumn.
Further details on the upcoming All 4 shorts series in partnership with Thomson will be announced later in the year.
The sponsorship aims to promote couples and adults-only holidays to Thomson Sensimar hotels and resorts at more than 14 locations worldwide.
First Dates, which attracts around two million viewers a week, documents the experience of single people as they go on a blind date, set in the First Dates restaurant.
Jeremy Ellis, marketing director at Thomson parent Tui UK, said: “With its strong focus on romantic breaks for couples, Sensimar is the perfect brand fit for First Dates.
”As one the most-loved programmes on TV at the moment, this is an exciting sponsorship which will allow us to showcase our Sensimar offering to our target audience, while demonstrating our on-going commitment to providing adult-only holidays that allow customers to relax and reconnect in a luxurious environment.”
Channel 4 partnership leader, Rob Ramsey, added: “This exciting partnership with Thomson and First Dates is driven by our new creative strategy PL4Y which enables us to deliver innovative cross-platform marketing campaigns that offer brands bespoke access to our flagship programming.
“We’re looking forward to working with Thomson throughout the year as we have fun activating this perfect brand partnership.”
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