Channel 5 in barter deal with FirstResort

Channel 5 has signed its biggest equity for advertising deal yet with UK online travel outfit TheFirstResort.com.

Channel 5 has signed its biggest equity for advertising deal yet

with UK online travel outfit TheFirstResort.com.



Channel 5 will provide pounds 3 million worth of support for the travel

company in return for a percentage stake in the business.



Sponsorship credits for the dotcom will run across holiday pages on

Channel 5’s text service 5 Text, and links to TheFirstResort website

will be available through Channel 5’s site.



TV spot advertising will launch on Channel 5 on 10 July with a 30-second

ad created by Bruce Dunlop Associates.



James Burgon, Channel 5’s head of new business, said: ’The deal provides

Channel 5 with a significant financial investment in a company that will

become a key player in the travel industry.



’The management team is strong, the choice of holidays is second to none

and the site is quick and easy to use. By teaming up with

TheFirstResort, Channel 5 has further expanded its portfolio of

new-media business.’



Managing director of TheFirstResort Mathew Prior said: ’The tie-up

provides a strong strategic alliance with one of the UK’s fastest

growing media companies. Having such a substantial media partner will

enable us to achieve maximum impact on the travel retail market.’



TheFirstResort went live in April and offers customers 13 million

package holidays from the UK’s major tour operators.



In addition, the website includes 70,000 late deals and is also

accessible via WAP telephone technology.



Channel 5 already has stakes in RapidInsure.co.uk and competitions

website CheekyMonkey.com.



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