Thomson sponsors Channel 4's First Dates

Thomson, the travel company owned by Tui, is to sponsor First Dates, the Channel 4 matchmaking show.

The brand will also launch a new shorts series on All 4, the video-on-demand platform, later this year. The one-year partnership begins today.

The deal struck by MediaCom Beyond Advertising includes a programme licence Twenty Twenty, the production company behind First Dates, to allow Thomson to display promotional material on its website.

Thomson will be using the sponsorship to promote couples and adults only holidays to Sensimar, which has 14 hotels and resorts.

The idents, created by BMB, show a couple enjoying their time away as they sit in a beach bar in front of a fire having cocktails. The voiceover says: "Who knows where the first date will lead."

Each one-hour episode will include a 15-second opening ident, a five-second one between ad breaks, and a ten-second spot to close. These will be repeated on Channel 4 and 4seven.

There will be 24 episodes this year, with a series beginning tonight at 10pm and another one later in the year.

Rob Ramsey, the partnership leader at Channel 4, said: "This 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."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).