Holiday price comparison and deals website icelolly.com has agreed a “significant business partnership” with ITV, taking the brand “to the next level” in 2019.
Icelolly.com will sponsor evening shows on ITV2 and afternoon programmes on ITV3 from January.
Its partnership with the commercial broadcaster will also see a new television advert being shown from December 26.
The deal means the brand will maintain an “always-on” presence across ITV throughout 2019 and into early 2020.
Ross Matthews, chief marketing officer at icelolly.com, said: “We’re delighted to be embarking on the next chapter of our close partnership with ITV, the most watched and most loved broadcaster in the UK.
“In 2018 we wanted to reconnect with our audience and showcase icelolly.com as being the most comprehensive marketplace for holiday deals in the UK, and our new business partnership with ITV will see us take this to the next level in 2019.”
Jason Spencer, business development director at ITV, added: “We are thrilled to be working closely with icelolly.com to move from being a media partner to becoming their business partner.
“We are focused on supporting them to deliver significant growth through the partnership.”
From January 2019 and until March 2020, the multimillion-pound agreement will see icelolly.com sponsor Family Guy and American Dad each evening on ITV2 – the most-watched digital channel for adults aged 16 to 34.
The company will also sponsor weekday afternoons on ITV3, which is the most popular digital channel with ABC1 adults and home to dramas such as Vera, Victoria and The Durrells.
It is anticipated that the sponsorship will reach an audience of 20-25 million over the course of the year.
Matthews added: “Whether it’s the core ITV3 daytime audience of housewives or househusbands with children and the post-family audience, or the pre-family audience that enjoy the likes of Family Guy or American Dad on ITV2, our industry-first agreement with the UK’s premier commercial broadcaster is the perfect partnership for us to effectively reach a broad range of existing and potential icelolly customers.”
The new advert will debut on Boxing Day during Quantum of Solace on ITV.
Previous campaigns focused on the ‘compare and save’ aspect of the business, but the new brand-building ads will highlight how customers can create lasting holiday memories.
The ads close with the tagline: Do It For The Stories – We’ve Got The Deal To Get You There.
Matthews commented: “Do It For The Stories is a campaign centred around our customers’ experiences. Whether you’re searching for the best value holiday or simply seeking inspiration, we feel that now is the perfect time for us to illustrate how icelolly.com can find the deal that’s right for you.”
Icelolly.com has worked with ITV over the past five years to raise brand awareness. It has had high-profile sponsorships including ITV’s Keith & Paddy’s Picture Show, and provided holiday prizes to TV game shows including Ant & Dec’s Saturday Night Takeaway.
The Leeds-based holiday metasearch and deals publisher is backed by private equity firm Palatine.