First Choice banks on reality TV show

First Choice says it hopes to get maximum exposure out of its sponsorship of the television show, “I’m A Celebrity?Get Me Out Of Here”, which will air in the UK in the first half of next year. The company will use the coverage to inform the public about the recent unification of its businesses under the First Choice brand. The campaign is embracing all areas of the business including themed January sale brochures, released this week. The brochures will offer deals like free child places on holidays from regional airports and lead-in prices of £99 on Mediterranean holidays. The First Choice campaign will also include jungle-themed shops. Both First Choice Travel Shops and First Choice Holiday Hypermarkets will feature special window displays and some will have “jungle noises”. Television screens in-store will run trailers for the programme. The sponsorship deal means First Choice gets a mention either side of the advertising breaks and in the opening and closing credits of the show. A spokeswoman told TravelMole that the company would not disclose the cost of the sponsorship deal.