Thomas Cook has set up a new sponsorship deal with new ITV quiz show The Colour of Money for its foreign exchange.
The sponsorship adverts will feature the strap line: ‘Thomas Cook the foreign exchange experts, the smarter way to change the colour of your travel money’ and will appear at the start and end of the each of the programme as well as at the beginning and end of each advert break.
The Colour of Money is the latest quiz show from the team which invented Who Wants to be a Millionaire and will again be presented by Chris Tarrant. Initially, the show will run for eight weeks every Saturday from February 21.
Thomas Cook Group brand and innovation director Michael Johnson said: “We are offering some of the most competitive nationwide rates at our stores and this heavyweight sponsorship will help to achieve awareness of our service.
“The timing is ideal for us to communicate with consumers, as it is a prime time when people are thinking about their summer holidays, whether that is because they have just booked them, or are thinking of doing so.
“Due to the format of the show, The Colour of Money is a perfect fit for our foreign exchange product and will help to communicate our key brand messages to our target audience.”