Bespoke sponsorship idents to launch on ITV2 this week as drive to supercharge growth continues
The next phase of icelolly.com’s business partnership with ITV begins this week with the holiday deals brand launching sponsorships of both Family Guy and American Dad on late peak ITV2, the most watched digital channel for 16-34 year olds, on Thursday 14 February.
icelolly’s partnership with ITV has already played a central role in the launch of its new advertising campaign “Do It For The Stories” with a variety of 30” and 10” ads airing across the ITV network since launch during James Bond: Quantum of Solace on Boxing Day 2018. A channel-wide sponsorship of ITV3 afternoons also launched in early January.
icelolly-branded sponsorship creative has been developed for both of the Seth MacFarlane comedies with an artist tasked with designing a unique yet complementary HD animation style to match the shows. A point-of-view style was chosen for the bespoke creative to help emphasise that over 70% of icelolly users visit the holiday deals website via their mobile device. The brand’s fluent ‘icelolly’ device features across the creative with the aim of driving recall for the brand in the highly competitive online travel market.
The Family Guy creative features a central character suffering a series of holiday mishaps before eventually finding the right deal with icelolly.com and relaxing on the beach. Whether surfing, on safari or visiting the world’s most iconic sites, the creative has kept the style of animation and humour synonymous with Family Guy.
With a similar focus on humour and fun, creative for American Dad follows a spy-like character travelling the world to visit a series of ‘target’ destinations. His mission? To find the very best holiday hotspots and create recommendations for icelolly.com’s audience.
Ross Matthews, Chief Marketing Officer, icelolly.com commented:
“Everyone at icelolly.com is very excited about the launch of the new sponsorships – we’ve a young team and all of us are fans of Family Guy and American Dad. I’ve honestly never laughed so much in brainstorming the creative ideas for these hilarious shows. It’s been a huge amount of fun to develop, and I think we’ve achieved the right balance of complementing the programme content whilst showcasing icelolly.com as the leading holiday search and travel deals brand in the UK right now.
Most importantly, we’ve now the most comprehensive brand-driven marketing plan in our history, incorporating broadcast TV advertising, sponsorship and VOD underpinned by an extremely efficient digital marketing framework”.
“The last year has seen us cement our position as the UK’s fastest growing holiday search and travel deals site. Our ‘Do It For The Stories’ campaign, centred around our customers’ experiences, is really gaining traction now and we’re seeing new audience growth every week as we head into 2019.
Sponsorship creative was developed in collaboration with Leeds-based production house VTR North.
The new sponsorship will launch on ITV2 on 14 February and run for 12 months. Family Guy (season 17) and American Dad (season 13) will launch new episodes from 4 March 2019.
The post-millennial, ‘Gen Z’ audience spends almost three times the amount of time watching the Seth MacFarlane comedies on ITV2, than watching all of the shows on Sky Atlantic and reaches 8.4m or 58% of 16-34’s.
New TV ad
Complementing the ITV2 and ITV3 sponsorships, icelolly.com’s new 30” spot debuted on December 26 during Quantum of Solace on ITV, with 30” and 10” ad creative 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 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 breadth, depth and choice of experiences available on the website. 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’ll Find The Deal To Get You There.
It is anticipated that the audience reach over the course of the year from the ITV sponsorship deal will range between 20 – 25 million. Further amplification of the message across spot airtime and addressable VOD will also contribute to the year-round campaign to engage the ITV audience.
“The last year has seen us cement our position as one of the UK’s fastest growing holiday comparison and deal travel deals site,” explains Ross Matthews. “Our Do It For The Stories campaign is centred around our customers’ experiences. Whether a customer is 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 them.”
The TV ad and Break Bumper creative was developed by VTR North in collaboration with icelolly’s in-house marketing team, with campaign creative extended across digital & online including targeted email and social activities.
For further information, please contact Ian Benjafield at: firstname.lastname@example.org 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 was recognised by customers and the industry alike in 2018. The company won the award for ‘Best Use of Social Media’; ‘Travel & Tourism eCommerce Website of the Year 2018’ at the Northern eCommerce Awards; ‘Innovation in Integration: Combining Tech Powers’ at the 2018 dotmailer Email Marketing Awards: the dotties and most recently, ‘Best Website’ at the Northern Digital Awards 2019.