Online travel agent icelolly.com is to sponsor Piers Morgan’s Life Stories on ITV in 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 company in a bid to drive brand awareness and ‘supercharge growth’.
The latest series of Piers Morgan’s Life Stories airs this Saturday with a show featuring Spice Girl Mel B.
The 60-minute programme, in which Mel B confesses to having sex with Spice Girls co-star Geri Halliwell, is expected to attract 4 million viewers.
Clips of the show have already been released by Morgan on his breakfast show, Good Morning Britain.
Mel B also opens up about her suicide attempts, her battles with drugs and alcohol and her recent divorce.
Icelolly’s branded idents 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.
The ITV deal has already included peak time spot TV during Emmerdale, Coronation Street and easyJet: Inside the Cockpit, as well as the sponsorship of Family Guy, American Dad and The Cleveland Show on ITV2.
The company said awareness for its brand now stands at 40% – an increase of 5% since the turn of the year.
"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’," said chief marketing officer Ross Matthews.
