Backed by a cross-media promotional marketing campaign, the deal, negotiated by Luciana Limongelli at ITV Sales and Damien Gillman from Manning Gottlieb OMD, includes broadcast sponsorship of the two shows on ITV2, as well as branding across ITV's marketing.
A promotional campaign, created jointly by ITV Creative, M&C Saatchi and Play, the digital arm of M&C Saatchi, will launch this week incorporating cinema, posters, press and online activity.
The "I'm with Vince" digital focuses on Vince, the main character in 'Entourage'. It features a URL for a microsite showing a noticeboard from the lead character's house carrying a message from A-list celebrities and personal notes.
'Entourage', which is about male friends in strange circumstances, has been made by HBO and is produced by Mark Wahlberg, star of films including 'Three Kings' and 'Boogie Nights', and will screen on ITV2 starting September 10.
'Australian Princess' stars Paul Burrell who leads a team of 12 ordinary girls from across Australia getting the opportunity to see their fairytale dreams come true.
Tom Lucas, controller of channel marketing at ITV, said: "'Entourage' is a show with cult potential -- therefore it was crucial that our marketing engaged opinion formers first before unveiling the show to the wider public."
Limongelli said: "We are delighted that Britney Spears Beauty has come on board with its first sponsorship campaign on ITV2. 'Entourage' and 'Australian Princess' provide a great platform to reach its target audience."
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