Fred Olsen Cruise Lines is targeting new to brand travellers with a six-month TV sponsorship deal.

The line to running a series of destination-led adverts to run alongside Channel 4’s ‘Life in the Sun’ series. The cost of the promotion has not been disclosed.

The first advert aired on Channel 4 on Tuesday ahead of ‘A Place in the Sun’.

Others will appear alongside associated lifestyle programmes, ‘A New Life in the Sun’ and ‘Sun, Sea and Selling Houses’, shown across Channel 4 and More 4.

The ads are aimed at those who have never taken a Fred Olsen cruise before.

They appear at the start and end of the programmes and during breaks and focus destinations the line will be visiting in 2020-21, including Australia, Indian Ocean, Japan, South America and Thailand.

Sales and marketing director Jackie Martin said: “This marks the start of an exciting six months of sponsorship, showcasing our brand to a whole new audience.

“While we know that these viewers are already hugely interested in travel, many of them will never have cruised before. So, this is a great opportunity to introduce them to the wonderful world of cruising with Fred. Olsen.

“Like Fred Olsen, Channel 4 and More 4 are both much-loved and respected brands, making this new partnership the perfect fit.”