LateRooms.com has attached itself to Channel 4’s travel programming with a sponsorship deal covering programmes such as Four in a Bed, Coach Trip and A Place in the Sun.
The agreement sees the hotel booking website sponsor travel content across all Channel 4 outlets, including Channel 4, More 4, 4seven and 4oD.
“To be sponsoring all of Channel 4’s diverse travel programmes is a great showcase for LateRooms.com, and cements us as a source of inspiration for hotel-lovers as they watch both their favourite programmes, and some exciting new offerings for 2014. We look forward to Channel 4 viewers exploring our extensive range of accommodation and providing a source of inspiration for their 2014 breaks,” remarked Lynda Matthews, head of marketing at LateRooms.com.
Karmarama has been engaged by LateRooms.com to create a series of idents to accompany the sponsorship, visualising hotel room scenes ‘popping-up’ out of a LateRooms.com storybook. The creative will run on 15-second openers, five-second inter-breaks and 10-second closers.
Channel 4’s partnership controller, sponsorship, Rupinder Downie, commented: “We know our viewers love all aspects of travel. LateRooms.com is a great fit with our brand, complementing our established popular travel shows, as well as some brand new travel series coming soon.”
In addition to current travel shows, LateRooms.com will sponsor Channel 4’s new offerings including The French Collection and Tim & Pru’s Canals, thanks to the deal negotiated by MediaCom.
The sponsorship is part of LateRooms.com’s wider advertising campaign for 2014 which includes digital OOH, press, taxi advertising and digital display advertising, running from February onwards.