First Choice unveils sponsorship credits for I'm a Celebrity ...

First Choice is using cartoon animal characters to represent its different types of holidays in its sponsorship credits for the forthcoming run of ITV's I'm a Celebrity ... Get Me Out of Here.

Three sets of characters - a suave leopard called Vaughn, a family of treefrogs and a pair of lovebirds - have been created for the broadcast sponsorship credits. The leopard is intended to appeal to long-haul travellers, the treefrogs to family travellers and the lovebirds to young couples and honeymooners.

The Kent-based creative agency Phoenix has created 32 different idents, produced by Granada's in-house production arm, The Lab, for the series, which starts on 26 January and concludes on 9 February with the coronation of the King or Queen of the Jungle.

The campaign also includes a consumer and trade marketing campaign, in-store material, direct mail, co-branded travel brochures and sponsorship of an ITV website.

The sponsorship deal was negotiated by Oliver Croom-Johnson at SPP for First Choice's media agency, Walker Media.