Hoseasons is to part-fund a new five-part TV series on staycations to continue to promote the sector to potential customers.
The self-catering staycation specialist has partnered with Channel 4 for the Best of British By the Sea (working title) programme, due to air in the spring.
It is the company’s first branded entertainment campaign and features celebrity foodies Ainsley Harriott and Grace Dent, who will stay at Hoseasons accommodation in each episode.
From their Hoseasons base, they will explore some of the UK’s seaside holiday destinations and food dishes they have to offer.
Destinations to feature in the show include South Devon, the Isle of Wight, Carmarthenshire, Aberdeenshire and Norwich and Great Yarmouth.
Paul Evans, vice president of portfolio at Awaze, the parent company of Hoseasons, said: “We are delighted to be working with Grace, Ainsley, Blink Films and Channel 4 on what we know is going to be a really feel-good series.
“The staycation has never been more popular and it’s great to be doing our bit to help showcase some of the amazing places that are out there to be discovered and experienced along our fantastic shores.”
As well as enabling Hoseasons to showcase its lodge, cottage, park and boating portfolio, the deal will also see the brand featured ‘extensively’ across the show’s advertising, both on air and across digital channels – something the company hopes will help to ‘sell’ the joys of the self-catering staycation to a wider audience.
Hoseasons, which sells through agents, reported that direct bookings are up 11% compared to the same point in 2019 – which it says is a “clear sign the staycation is here to stay, despite the easing of foreign travel restrictions in the wake of Covid”.
Secondary sponsorship for the Norwich and Great Yarmouth, Isle of Wight, Carmarthenshire, and Aberdeenshire episodes of the show is being provided by their respective tourist boards, county and borough councils and associated funding projects.
Dan Chambers, creative director Blink Films, said: “There are so many great treats to be found around the British coast. After watching this series, you just won’t want to holiday anywhere else.”