ITV Primetime Sponsorship from May 25 marks next stage of ‘Do It For The Stories’ Campaign
icelolly.com has been announced as the sponsor of Piers Morgan’s Life Stories on ITV marking the next stage of its ‘Do It For The Stories’ campaign. The deal, which includes broadcast and online sponsorship, is part of a multi-million pound investment by the UK’s leading holiday comparison and deals website designed to drive brand awareness and supercharge growth.
Piers Morgan’s Life Stories will debut on Saturday May 25 with a show featuring Spice Girl Mel B. The 60 minute programme will air at 9.30pm for five weeks, and is predicted to deliver a weekly audience of over 4m viewers. icelolly.com branded idents, which highlight the platform’s multi-functionality and the breadth of experiences available, will feature at the beginning and end of each live episode as well as catch up on ITV Player. Bespoke bumpers will also air either side of advertising breaks.
Do It For The Stories
icelolly’s partnership with ITV has already played a key role in the success of its advertising campaign, which began on Boxing Day 2018. Complete with the tagline: Do It For The Stories – We’ll Find The Deal To Get You There, the campaign centres around customers’ experiences and how they create their own stories while on holiday. Activity so far includes peak time spot TV during popular shows including Emmerdale, Coronation Street and easyJet: Inside the Cockpit, as well as the sponsorship of Family Guy, American Dad and The Cleveland Show on late peak ITV2, the most watched digital channel for 16-34 year olds.
With awareness for the icelolly.com brand now standing at 40% – an increase of +5% since the turn of the year – the business sees the sponsorship of Piers Morgan’s Life Stories as the perfect opportunity to showcase the brand to a wider audience and driver further growth.
“The first few months of 2019 has seen us cement our position as the UK’s leading holiday comparison and deal travel deals site,” explains Ross Matthews, CMO, icelolly.com. “The Life Stories theme fits perfectly with icelolly’s ongoing ‘Do It For The Stories’ campaign, enabling us to reach a substantial audience with our core message that ‘we’ll find the deal to get you there’.”
Note to editors
The ‘Do It For The Stories’ campaign creative and bespoke Piers Morgan’s Life Stories idents were developed by Impero/VTR North in collaboration with icelolly’s in-house marketing team, with media buying through M.i. Media. The campaign creative extends across digital and online including targeted email and social activities.