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Thomson ties up with Channel 4’s First Dates to promote adult-only hotels

Thomson has inked a major content deal with Channel 4’s popular matchmaking show First Dates that will see it sponsor all episodes in 2016 as well as a new shorts series to be released on All 4 later this year.

The holiday company is looking to promote its adult-only ‘Sensimar’ hotels and resorts. It’s created a series of idents that feature a couple enjoying a romantic break at a Thomson’s Sensimar resort, running with the tagline ‘Who knows where the first date will lead?’

In addition, a programme licence from First Dates production company Twenty Twenty will allow Thomson to run First Dates content across its customer facing platforms.

Jeremy Ellis, marketing director at TUI UK, commented: “With its strong focus on romantic breaks for couples, Sensimar is the perfect brand fit for First Dates.

”As one the most-loved programmes on TV at the moment, this is an exciting sponsorship which will allow us to showcase our Sensimar offering to our target audience, while demonstrating our on-going commitment to providing adult-only holidays that allow customers to relax and reconnect in a luxurious environment.”

The brand worked with MediaCom Beyond Advertising to broker the deal, the financial terms of which were undisclosed.

The partnership was driven through Channel 4’s recently announced creative strategy, PL4Y.