First Choice Holidays: Get me out of here! - IPA Effectiveness Awards Case Study 2005

Brief Description: The campaign was based on the sponsorship of the third series of 'I'm A Celebrity - Get Me Out Of Here', transmitted over January and February 2004. First Choice stood out in a cluttered and competitive holiday market, establishing the brand, the first choice for all holiday needs, and provided a unique in-store proposition. In addition to the sponsor credits on ITV1 and ITV2, the sponsorship package included all online, SMS and interactive areas, promotional DVD's, and competitions with money-can't-buy prizes to Australia. The show was arguably the television hit of 2004, achieving average audiences of 11.1 million. First Choice had an excellent year with pre-tax profits increased by 13% year on year ;---(TAGS)--- Full Title: Get me out of here … how sponsorship cuts through the jungle and onto the high street ; Number: 2005/40 ; Brand Name: First Choice Holidays ; Client: First Choice ; IPA_ProductCoding: Sponsorship (Broadcast sponsorship) ; Travel & Transport (Travel agents/tour operators/travel booking services) ; Agency: Walker Media ; Author: Phil Georgiadis, Marie Robinson, Shabaz Shariff, Oliver Croom-Johnson ;