Ministry of Sound signs product placement deal with Celebrity Big Brother

The Ministry of Sound (MoS) will feature in an episode of Celebrity Big Brother (CBB) on Channel 5 this Sunday, 1 September, as part of a dance-off task for contestants.

Set to promote the Ministry of Sound’s Ibiza Annual album release, the placement will include Ministry of Sound DJ branded products including slip mats, headphones, speakers, CDs and wristbands.

The product placement deal was negotiated by Channel 5 and independent media agency the7stars on behalf of Ministry of Sound.

Rhiannon Murphy, head of TV at the7stars, said: “Celebrity Big Brother allows us to reach our target audience in an integrated way that is natural to the show’s format. Historically product placement has not been the obvious broadcast solution for music releases, however this year product placement has really delivered for MoS and we hope to experience the same success with this deal. ”

Agostino Di Falco, partnerships director at Channel 5, said: "For us it's always about pushing the boundaries of what we can do. Together we've created a fantastic reward for the celebrities to enjoy courtesy of Ministry of Sound adding a new level of exposure to their upcoming album release to a loyal and engaged Big Brother audience."

Music from the album will play when the winning housemates are granted entry to the Ibiza party and will also appear in a 30 second ad for the album to be aired during the show’s centre break.

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