Thomas Cook to sponsor new Tarrant gameshow

LONDON - Thomas Cook, the travel group, has signed a deal with ITV to sponsor its new gameshow The Colour of Money.

Tarrant... new game show
Tarrant... new game show

Fronted by Chris Tarrant, The Colour of Money, which will feature cash machines delivering large sums of money to contestants, launches on Saturday and will run for eight weeks.

Thomas Cook will use the sponsorship to promote its foreign exchange offering.

The deal was negotiated by Arena BLM, Thomas Cook's media agency, and will include break bumpers, pre-show and end credits plus online activity.

Pippa Glucklich, the managing director at Arena BLM, said: "The Colour of Money concept and audience is a perfect fit for Thomas Cook Foreign Exchange and with TV representing such great value at the moment, it suited the company's strategic marketing approach for 2009."