Jet2 sponsors Love Island for second year running

Jet2holidays will again sponsor ITV2’s reality show Love Island, which started its fifth series on Monday night.

It will be the second year running Jet2 has sponsored the show and the operator claims it will ‘put independent travel agency partners right at the heart of its campaign’.

The company has developed a number of bespoke marketing initiatives, such as branded posters, social media collateral and branded merchandise, all of which are designed to help agents increase awareness and boost sales to Majorca, where Love Island is filmed.

In addition, independent travel agents who make the most Jet2holidays bookings during the series will be entered into a prize draw to win a pair of tickets to the Love Island live final, a VIP fam trip for two people to Majorca, and branded merchandise.

Last year’s series had ITV2’s highest ratings so far and statistics from Lastminute.com show that, since Love Island first aired in 2015, holiday bookings to Majorca in June have increased by an average of 154.2% each year.

Nearly 60% of the passengers booked are aged 18-35 years.

Jet2holidays, the UK’s second largest tour operator, will use commercial competitions, TV and digital advertising, social media and a dedicated microsite hosting exclusive content to reach Love Island’s audience.

Jet2holidays has brought back the slogan ‘Love the summer vibe with Jet2holidays and Love Island’ for the duration of the series.

This series features BA cabin crew member Amy Hart, (pictured) who has given up her job to join the other contestants looking for love.

Jet2.com and Jet2holidays CEO Steve Heapy said: "Our brand partnership with Love Island surpassed all our expectations last summer, so we are delighted to be the official travel partner of the show once again.

"Love Island is one of the most popular and talked about shows of the summer, meaning we can enjoy fantastic engagement with a key audience whilst showcasing the range of award-winning holidays that we have on offer for young people.

"This year, we are putting independent travel agents right at the heart of the partnership too, demonstrating once again how committed we are to working with them to help grow their businesses."

ITV brand partnerships and content director Claire Heys said: "We loved coupling up with Jet2holidays last year and I’m delighted that the brand is continuing to build on that partnership by returning as the official travel partner for the new series of Love Island."

Despite its success, the series has drawn criticism over its duty of care following the suicides of two former contestants, including 2007 contestant Mike Thalassitis, who took his own life earlier this year.