Ministry of Sound signs first product placement for Towie

Ministry of Sound's upcoming album Marbella Sessions is to feature in two special episodes of 'The Only Way is Essex', making it the first brand to have a paid-for placement on the show.

The Only Way is Marbs: Ministry of Sound signs product-placement deal with show
The Only Way is Marbs: Ministry of Sound signs product-placement deal with show

The product-placement deal will feature the cast of 'The Only Way is Essex' attending Ministry of Sound's launch party for the album, in special episodes filmed in Spain and called 'The Only Way is Marbs'. 

Music and branding from the album will appear on screen as part of the deal during the special episodes. The partnership will be supported by a licensing agreement and social media activity, as well as an on-air and digital ad campaign.

The deal was negotiated between ITV Commercial, 'The Only Way is Essex' production company Lime Pictures, and independent media agency the7stars on behalf of Ministry of Sound.

Alice Schofield, the head of compilations at Ministry of Sound, said: "We have seen a clear reaction to our ads being aired during 'The Only Way is Essex' and with the increase of multi-screen viewing habits, it felt like the right time to develop our marketing strategy with a more integrated advertising campaign."

Rhinnon Murphy, the head of TV at the7stars, said it was vital to build deeper relationships with consumers.

She said: "This partnership allowed us to be truly integrated, ensuring Ministry of Sound remains front of mind during summer months,."

According to figures from ITV, the last episode of 'The Only Way is Marbs' attracted an average audience of 1.1 million viewers, and a 6.5% share of the audience.

Katherine Marlow, the branded content manager at ITV, said: "Marbella Sessions is a great, natural brand fit for 'The Only Way is Marbs' and we look forward to activating the partnership both on and off air."

The two special 'The Only Way is Marbs' episodes will air on ITV2 on 2 and 5 June.

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