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
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