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Hotels.com Channel 4

Hotels.com agrees to sponsor Channel 4 'Travel on 4' programmes

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By The Drum Team, Editorial

February 3, 2011 | 2 min read

Hotel booking website Hotels.com has agreed a deal with Channel 4 to sponsor its ‘Travel on 4’ programming strand.

The six-figure deal will see Hotels.com broadcast sponsorship around programmes such as Vacation, Vacation, Vacation and Holiday Hijack, as well as A Place in the Sun and Coach Trip across Channel 4, More4, 4oD on PC, TV and PS3, and sponsorship branding on Channel4.com.

The agreement will last for a year, with on-air bumpers opening and closing programmes and leading into and out of each of their commercial break, voiced by actor Martin Clunes.

Alison Couper, global communications director from Hotels.com, said: “The sponsorship deal with ‘Travel on 4’ is a natural affinity for Hotels.com, offering an exciting opportunity to associate our brand with established favourites such as Coach Trip and A Place in the Sun as well as the new travel related shows. The partnership supplements Hotels.com’s continued investment in marketing activity to reach travellers across the UK. ”

Lambie Nairn will be the creative agency for the sponsorship ideas, while MPG Media Contacts was the force behind negotiating the deal.

Running in conjunction with the C4 sponsorship will be additional advertising at key times throughout the year.

Hotels.com Channel 4

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