First Choice Holidays to sponsor coming series of I'm a Celebrity

First Choice Holidays is sponsoring the next series of ITV's flagship entertainment programme I'm a Celebrity ... Get Me Out of Here.

The deal comprises broadcast sponsorship of all coverage on ITV1 and ITV2, sponsorship of a dedicated website and the exclusive use of interactive coverage and text and premium-rate phone-voting services.

First Choice is also extending its broadcast sponsorship to include in-store promotions and viewer competitions. The travel company will be the second sponsor for the show - V energy drink sponsored the second series that was transmitted in April.

Oliver Croom-Johnson, a director of the sponsorship specialist SPP, negotiated the deal on behalf of First Choice's media agency, Walker Media. The deal is worth more than £1 million.

The second series saw Phil Tufnell crowned the King of the Jungle and attracted audiences of 9.5 million with a 39 per cent share of viewers.

It was particularly popular with younger audiences - the series peaked with a 44 per cent share among people aged 16 to 34.

Sam Turnbull, the marketing director at First Choice, said: "We believe this deal will provide a platform for a powerful, co-ordinated marketing campaign supporting First Choice and will significantly build brand awareness in 2004. In addition, we plan to use the activity to broaden customers' perceptions of First Choice now that it is our main brand for our chain of 320 travel agents and our airline as well as our main holiday brand."

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