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ITV Sales has announced that Bounty, the iconic chocolate bar, is to sponsor Love Island on ITV1 and ITV2.
Love Island returns this summer bringing more sun, sea, sand and celebrities to ITV1. Ten single celebrities will be sent on the holiday of a lifetime. Staying in a paradise location, they will do their best - and worst - to prove themselves the lovebirds of the showbiz circuit. This time they'll be forced to look after themselves a bit more. Hot on the heels on ITV2 is Love Island … Aftersun where viewers get the lowdown on what is really happening behind them scenes, with an exclusive look at life on the paradise island.
The fully integrated deal includes broadcast sponsorship on ITV1 and ITV2, red button interactivity, sponsorship of the Love Island website on www.itv.com, mobile interactivity and on and off air marketing.
Kay Nicholls, Masterfoods spokesperson, was upbeat about the deal: "We are very excited to be sponsoring ITV's Love Island with Bounty. It is a wonderful fit with the brand's 'Taste of Paradise' positioning and will build on the paradise island equity the brand is so well known for. With Bounty, consumers will be able to enjoy their very own piece of paradise as they watch the celebs enjoying theirs."
Leigh Alexander, Sponsorship and Branded Content Manager at ITV Sales, said: "There is no doubt a fantastic fit between the brand values of both Love Island and Bounty, which we believe will create a memorable and high impact sponsorship both on screen, online, and in-store. Love Island is poised to recapture the nation's imagination as the unashamedly escapist, tropical, and mischievous hit of the summer, and Bounty as sponsors constitute our ideal partner for the programme."
The deal was negotiated by Alliance, ZenithOptimedia's sponsorship division. The creative is being produced by AMV BBDO.
The first series reached 70% of all 16-34 Women and ABC1 16-34 Women and 66% of all 16-34 Adults. 1.1 million adults accessed the interactive service and 1.5 million unique users visited the website.
E&OE
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