- Leading holiday price comparison and travel deals brand signs 15-month partnership deal with ITV to supercharge growth and strengthen its position as one of the UK’s leading travel brands
- icelolly.com to sponsor ITV2 Evenings and ITV3 Afternoons from January 2019
- Exclusive partnership with commercial broadcaster will also see all-new TV Ad air from December 26
icelolly.com has announced a significant business partnership with ITV that will see the holiday price comparison and travel deals brand maintain an ‘always-on’ presence across the ITV Family throughout 2019 and into early 2020.
icelolly’s presence across the network will begin on Boxing Day with the launch of an all-new TV ad on ITV, with sponsorship of ITV2 Evenings and ITV3 Afternoons set to follow from January 2019.
Ross Matthews, Chief Marketing Officer at icelolly.com commented,“We’re delighted to be embarking on the next chapter of our close partnership with ITV, the most watched and most loved broadcaster in the UK. In 2018 we wanted to reconnect with our audience and showcase icelolly.com as being the most comprehensive marketplace for holiday deals in the UK, and our new business partnership with ITV will see us take this to the next level in 2019.”
Jason Spencer, Business Development Director at ITV commented, “We are thrilled to be working closely with icelolly.com to move from being a media partner to becoming their business partner. This is part of our overarching strategy to be more than TV for fast-growth brands such as icelolly.com. We are focussed on supporting them to deliver significant growth through the partnership, helping them to reach and engage our viewers through association with our premium content.”
ITV2 and ITV3 Sponsorship
Starting January 2019 and running until March 2020, the multi-million pound agreement will see icelolly.com sponsor both Family Guy and American Dad on ITV2 – the most watched digital channel for adults aged 16 to 34 – each evening. The company will also sponsor afternoons on ITV3 – the most popular digital channel with ABC1 adults and home to classic quality drama including Vera, Victoria and The Durrells – running from 2pm to 7pm, Monday to Friday.
Postcard-style ad break bumpers will highlight how the icelolly platform allows customers to create their own holiday stories courtesy of the sheer breadth, depth and choice of experiences available on the website. It is anticipated that the audience reach over the course of the year will range between 20 – 25 million across each of the sponsorships. Further amplification of the message across spot airtime and addressable VOD will maintain a year-round campaign to engage the ITV audience.
Commented Ross Matthews,CMO, icelolly.com:“Whether it’s the core ITV3 daytime audience of housewives or househusbands with children and the post-family audience, or the pre-family audience that enjoy the likes of Family Guy or American Dad on ITV2, our industry-first agreement with the UK’s premier commercial broadcaster is the perfect partnership for us to effectively reach a broad range of existing and potential icelolly customers.”
New TV ad to Air from Boxing Day
Complimenting the ITV2 and ITV3 sponsorships, the new 30” spot will debut on December 26 during Quantum of Solace on ITV, with 30” and 10” ad creative subsequently running through February on the same channel.
Moving away from previous campaigns that focussed on the ‘compare and save’ aspect of the business, the brand-building ads will illustrate that icelolly.com is so much more than ‘just’ a holiday price comparison website by highlighting how customers can create lasting holiday memories through the comprehensive range of experiences it offers. From friends taking selfies at the Coliseum in Rome to a couple getting engaged at the Eiffel Tower and more, the visually engaging creative uses User-Generated content to show how holidaymakers create their own stories while on holiday – and how icelolly.com can help them find the right experience to make the memory happen. The ads close with the tagline: Do It For The Stories – We’ve Got The Deal To Get You There.
“The last year has seen us cement our position as one of the UK’s fastest growing holiday comparison and deal travel deals site,” explained Ross Matthews, CMO, icelolly.com. “Do It For The Stories is a campaign centred around our customers’experiences. Whether you’re searching for the best value holiday or simply seeking inspiration, we feel that now is the perfect time for us to illustrate how icelolly.com can find the deal that’s right for you.”
Note to editors
The ad creative was developed by Impero/VTR North in collaboration with icelolly’s in-house marketing team, with media buying through Imedia. The campaign creative will be extended across digital & online including targeted email and social activities throughout the Peaks booking period and beyond.
icelolly.com has developed a successful working relationship with ITV over the last 5 years that has seen the brand appear across a number of channels in a coordinated effort to raise brand awareness amongst households throughout the country. In addition to a series of high profile sponsorships including ITV’s Keith & Paddy’s Picture Show,Saturday night favourites ‘Japandemonium’ and ‘Wrestling’ and daytime shows including Change Your Tune and Dickinson’s Real Deal and Judge Rinder, icelolly.com has also provided holiday prizes to popular TV game shows including Ant & Dec’s Saturday Night Takeaway.
For further information,please contact Ian Benjafield at: email@example.com or call 07951452007
icelolly.com compares more holiday deals than any other website in the UK. With more than 20 million visitors each year generating over 40m search queries and one of the largest Social followings in travel, icelolly.com allows customers to compare and save on millions of package holidays, cruises, UK breaks and more from leading travel companies. Named the UK’s fastest growing holiday comparison website according to Hitwise, icelolly.com’s growing stature as one of the UK’s leading travel brands has been recognised by customers and the industry alike in 2018. The company was recently named‘Rising Brand of the Year 2018’ at the Travolution Awards, also winning for ‘Best Use of Social Media’; ‘Travel & Tourism eCommerce Website of the Year 2018’ at the Northern eCommerce Awards; and won the ‘Innovation in Integration: Combining Tech Powers’ at the 2018 dotmailer Email Marketing Awards: thedotties.